Target has added direct-to-consumer meat specialist ButcherBox to its third-party online marketplace, Target Plus, as the retailer continues to strengthen its food offering.
The move gives Target customers access to a range of themed ButcherBox bundles, such as ‘Kid’s Favorites,’ ‘Breakfast Essentials,’ ‘Steak Lovers’ and ‘Meal Prepping,’ with prices ranging from $99 to $189.
Unlike ButcherBox’s core model, no subscription is required.
For ButcherBox, the launch marks another step in broadening its ecommerce footprint.
The company has recently rolled out offerings on platforms like DoorDash and Instacart, part of a wider push to make its products available to more consumers beyond its usual subscription model.
“Partnering with Target allows us to meet our members and future members where they are, while offering a new way to experience ButcherBox,” the company said in a statement.
The addition complements Target’s growing focus on grocery.
The retail giant’s food and beverage sales reached $24 billion last year, a rise of over $8 billion compared to 2019.
Target’s own-brand grocery range has also been a key area of investment.
During the company’s latest earnings call, Rick Gomez, executive vice president and chief commercial officer, said its flagship label Good & Gather is “one of the biggest and fastest-growing grocery-owned brands in the US and [is] on the brink of becoming Target’s first $4 billion owned brand.”
The ButcherBox partnership reflects Target’s broader strategy of using curated third-party sellers on Target Plus to enhance its product mix online.
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