Target has more than 45 store brands, delivering $30 billion in sales a year. Bentonville, Arkansas-based Walmart, meanwhile, sees private label brands as a way to move upmarket — a growth ...

Now, Target is rolling out Simply Balanced as its own brand — a (mostly) organic line that will start out with drinks and snacks and expand to 250 products by the end of the year.

Target Corp. has been aggressively growing store brands like Good & Gather and Up & Up, which deliver better margins and help keep consumer prices down. Archrival Walmart, meanwhile, sees its new ...