What do you notice?
The first thing that caught my eye was the beautiful packaging and branding that Target has selected.The square jar suggests "gourmet", while the label is inviting and intriguing.
But here's the kicker.
Look at the price. It's HIGHER than our traditional branded products.
Target is positioning Archer Farms not as a low cost alternative, but as a product of higher quality!
Add this to the fact that the margins are much higher for internally branded products, and it's easy to see why branded products are in for one hell of a battle.