Target Launches Private-Label Vegan Burgers

Target just announced the launch of high-protein vegan burgers under its flagship Good & Gather brand.

The new Plant-Based Meatless Beef-style Patties come in 12-ounce packages, and each serving contains 16 grams of pea protein. The vegan burgers will be available from October, both online and in the frozen aisle at Target stores.

The plant-based patties are part of a 600-product fall launch from Good & Gather, which includes a selection of vegan items. Target first launched the Good & Gather brand in September 2019 and, with the new debuts, it offers almost 2,000 items.

According to Target, Good & Gather is the company’s best-selling food brand, generating more than $1 billion in annual sales.

Upcoming vegan products include Crispy Chickenless Tenders, Meatless Crumble, a Spicy Black Bean Burger, falafel with tzatziki sauce, and date & nut Mini Bars. They join existing items such as oat milk, vegan mayo, and plant-based ground beef.

“Food plays such an important role in our guests’ lives,” said Stephanie Lundquist, executive vice president and president of Food & Beverage at Target. “Now, as guests are eating and cooking at home—and appreciating good value—more than ever, Good & Gather’s delicious, high-quality assortment and affordable price continues to set Target apart, while helping our guests discover the joy of food every day.”

“They’re going to love what we’re serving up this fall,” she added.

Vegan Food at Target

In addition to its Good & Gather brand, Target stocks a range of vegan and plant-based options. In June, Sweet Earth Foods launched two new vegan entrée bowls, the Awesome Bulgogi and Butter Chik’n, at the supermarket.

Annie’s individual Vegan Mac and Cheese Cups, Tofurky Burgers, So Delicious ice cream, and a variety of plant-based milk options are also available. Nearly 25 percent of Americans are now eating less meat than ever before, while nearly 50 percent of U.S. shoppers regularly purchase dairy-free milk.

During the COVID-19 pandemic, demand for vegan products skyrocketed even further. Nielsen data shows that plant-based meat sales increased up by 279.8 percent in the week ending March 14, and many of those now purchasing alternative proteins tried their first plant-based foods during COVID.

With many restaurants closed, consumers are embracing home-cooked meals. Target, Walmart, Whole Foods, and other supermarkets have launched additional vegan options to cater to this increased demand, while plant-based companies including Beyond Meat and Impossible Foods have launched products to retailers across the U.S.