Tabitha Brown Cooks Vegan for Target

Target rolled out a Tabitha Brown line of vegan food and cookware on Jan. 8 as its third of four planned limited-edition collections with the social media influencer. The latest Tabitha Brown for Target collection comprises 65 SKUs ranging from $2.99 bags of organic roasted garlic & Parmesan popcorn to a $90 black-and-white rug depicting leaves with gold accents. Target promoted the launch with Facebook and Instagram updates and a home page display ad linking to a brand showcase. The page hosts recipes incorporating the Tabitha Brown SKUs, which are positioned as inspiration for Meatless Monday or plant-based January. “Our [shoppers] love what we’ve done in our partnership with Tabitha Brown, and I can’t wait for them to see this new collection — featuring vegan food items, refrigerated foods, meal solutions, and a range of kitchen and tabletop essentials,” said Jill Sando, Target's executive vice president and chief merchandising officer, said in a Jan. 4 post on the mass merchant’s “A Bullseye View” corporate blog. Housewares and shelf-stable products from the line are stocked on a rolling rack near the produce section, with signage touting that it’s a limited-time Target exclusive. Perishable SKUs like the $4.49 mushroom & wine patties and the $3.99 garlic cream cheese-style spread have dedicated cooler space outfitted with a header and a counter card depicting a QR code that links to the brand showcase. “My goal for this third collection is to deliver Tab-approved vegan food options that taste good and feel good for the soul, and entertaining tools and essentials to help spread the love during mealtime with loved ones,” Brown said in the blog post. Target’s collaboration with Brown, an actor, author and social media influencer whom the retailer has worked with for over two years, runs through the spring of 2023 as part of the retailer’s commitment to invest more than $25 million in Black-owned businesses by the end of 2025.

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