Coming off a failed investment with Target Canada, the nation’s second largest retailer is poised to double its stake in the organic and sustainable market when it comes to its grocery business.

The Associated Press reports that Target will add more than 200 products and 30 brands to its Made to Matter initiative that aims to provide organic and sustainable merchandise to consumers.

The initiative, which launched in April 2014, challenges brands and new suppliers to come up with new goods geared toward the growing sustainability market.

When the program first launched it featured an exclusive collection of 16 brands and 100 individual products ranging from bleach-free diapers to non-aerosol air fresheners, the AP reports.

New offerings to be introduced this year include several kid-friendly items like natural children’s soaps and kid-sized veggie pouches.

The expansion of the Made to Matter program is part of Target’s reexamination of its grocery business, as the company attempts to set itself apart by marketing new grocery and health and wellness products.

Target expect sales for the program – which features products ranging in price from $1.25 to $49.99 – to reach $1 billion in 2015.

A company rep claims that if the program were a stand-alone brand it would be among the Target’s top 10 largest labels.

“I think this program has enormous potential and will continue to play an important role in differentiating Target from other retailers,” she tells the AP.

Target doubling initiative on organics, naturals [The Associated Press]

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