Target’s Good & Gather is on pace to become a $4 billion brand. Now the retailer is taking its fast-growing food label beyond the grocery aisle with its first cookbook, featuring 100 recipes designed for everyday kitchens.
The new cookbook, Discover Delicious Every Day, was developed by Target’s own test-kitchen team, with recipes built around familiar ingredients, appliances and the realities of busy schedules. Every ingredient used in the book is available at Target, making the cookbook both a practical collection of meals and a new way for shoppers to explore the retailer’s rapidly expanding food business.
The recipes were deliberately designed around ordinary kitchens and busy schedules rather than elaborate cooking projects. Target’s food scientists, culinary experts and trend researchers tested them using familiar appliances and tools, with recipes ranging from a four-ingredient chicken-and-vegetable soup with potstickers that can be made in 15 minutes to five-minute mango-and-coconut overnight oats. Other recipes include steak-and-potato kabobs, potato-chip butterscotch cookies and a pomegranate-dragon-fruit drink.
Good & Gather itself may be the bigger story. Target introduced the brand in 2019 as its flagship owned food label, and it has since expanded across much of the grocery department. Target says Good & Gather products are made without more than 100 ingredients it has chosen to exclude, including artificial flavors, artificial sweeteners, synthetic colors and high-fructose corn syrup, subject to some product-specific exceptions. The cookbook gives Target another way to turn those thousands of individual grocery items into a recognizable food brand rather than simply a collection of store-label products.
The Readovia Lens
Store brands used to be the cheaper alternatives shoppers reached for when they didn’t want to pay for the familiar name on the shelf. Good & Gather illustrates how dramatically that model has changed. Target isn’t simply putting its own label on groceries; it is building a multibillion-dollar consumer brand around them — complete with product development, a dedicated test kitchen and now its own cookbook. For shoppers, the interesting part may be realizing that a brand many encounter every week has quietly become one of Target’s biggest businesses.
