How Target Secured a Pipeline of New Products From Top Brands
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About half the products are line extensions — new flavors, colors or scents — while the other half are completely new products. Ella’s Kitchen is introducing an electrolyte beverage for kids in September, for example. And Method is launching Air Refresher, a non-aerosol air enhancer spray, in August.
Mr. Ryan said he believes the program, which will last at least into 2015, is causing participating brands to up their innovation game. “We’re working on the pipeline, thinking what items are we going to submit to Target?” he said. “We view this as a really meaningful platform to accelerate the agenda of wellness.”
Target is no stranger to exclusive offerings, with a bevy of design and retail partnerships dating back to 1999. “Made to Matter,” however, is unique in that it requires consumer-packaged-groods brands to develop new products for the retailer.
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