Just when we thought we couldn’t love Target any more, they gave us another reason. The retail superstore recently debuted its new brand called Simply Balanced, made up of organic and non-GMO grocery items.

The Simply Balanced Target brand will join its existing family of in-house labels, Market Pantry and Archer Farms. This new line was created in response to the growing demand for organic foods, which are growing twice as fast as conventional groceries. At present, 40 percent of Simply Balanced products are certified organic and nearly all of them are free of genetically modified organisms. According to Target,

the Simply Balanced collection will eliminate all GMO ingredients by the end of 2014, and Target has set a goal to increase organic-food offerings by 25% by end of fiscal year 2017. (TIME)

The decision to eliminate GMOs follows Target’s announcement last month that the company will ban the sale of genetically modified salmon in its nationwide stores.

We’ve always been able to find healthy options at Target, but the fact that they now have a brand dedicated to offering clean, organic foods is truly music to our ears. A large-scale retailer making this kind of move towards a healthier tomorrow is truly commendable. We can’t wait to try Simply Balanced products!

Psst! While we’re discussing our love for Target, check out our giveaway for a picnic set for two! Ends tomorrow (June 13) at 11:59 pm EST.

Target Picnic Set Giveaway feature

Feature image via AP/Fooducate