Target Expands Good & Gather Collab Line with Roy Choi
Target announced a limited-time partnership between its Good & Gather brand and James Beard Award-winning chef Roy Choi, rolling out 10 new snacks and sweet treats exclusively in Target stores starting May 31.
The collaboration draws on Choi's Korean-American heritage and experience in Los Angeles's multicultural food scene, featuring flavor combinations like Spicy Ramen Yuca Chips, Wasabi Ranch Popcorn, Food Truck Gummy Candy, and Cinnamon Dulce Cake Pops. All items are priced under $6.
Target positioned the launch as timely for summer snacking and road trips, capitalizing on increased convenience-food demand during the season.
Building on a Successful Model
The Roy Choi collaboration marks the third installment of the Good & Gather Collabs series, following previous partnerships with Chef Ann Kim and Pitmaster Rodney Scott. Since its 2019 launch, Good & Gather has become Target's top-selling owned brand, with more than 2,500 items across its portfolio.
All products are formulated without artificial flavors, synthetic colors, artificial sweeteners, or high fructose corn syrup—a selling point that aligns with broader retailer initiatives around cleaner ingredient labels.
Why It Matters
For grocery retailers and convenience operators, chef collaborations on limited-time offerings represent a tested strategy for driving foot traffic and differentiation in the crowded snack category. Target's third Collabs iteration signals confidence in the model's performance, while sub-$6 price points keep innovative flavor mashups accessible—a key consideration as consumers balance premiumization with value concerns.
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Written by FBM Publications Editors
