US discount retailer Target Corp. is planning a summer marketing push behind its expanding Up & Up own-label range.

The company told just-food today (22 May) that, by August, it will stock around 800 Up & Up products across more than 40 categories.

The moves are part of a revamp of the Target-branded portfolio, which the retailer had feared was “at risk of being overshadowed” by products from its branded suppliers.

Target is relaunching its namesake brand as Up & Up, which was first introduced in March with sun care products.

The Up & Up stable is being extended to include grocery products and the retailer has revamped the look of the range, removing the “inconsistent” Target bulls eye and using an arrow design.

“The current packaging of Target Brand mirrors the national brand equivalent in colour and copy. This puts Target Brand at risk of being overshadowed by the national brand equivalent,” the company said. “Also, while the low price of Target Brand fulfils the “pay less” side of our brand promise, we knew we had an opportunity to play up the “expect more” side by adding an element of design to the packaging.”

The Up & Up range will sell products that are, on average, 30% cheaper than national brands, the company said.

“We wanted to create a unique identity for Target Brand that could stand for Target without saying ‘Target’. The Up & Up brand lives up to the high standards our guests have come to expect from Target,” the company added.

The revamp comes as Target’s management is facing a proxy battle with activist investor Bill Ackman, who believes the company is under-performing.

Earlier this week, Target posted a 13% drop in first-quarter profits but beat analysts’ estimates as a result of cost-control measures.