Target's New House Brand Brings Gourmet Ice Creams and Cake-Decorating Supplies to Stores

When I make a Target run, dessert isn't exactly the first thing that comes to my mind. The process is more like, which staples can I grab to justify my frivolous purchases? Sure, there's always an ample supply of candy, but you can't, say, pick up a birthday cake or super fresh breads. If you're looking for top-tier desserts, you might as well visit a different store.

Fortunately, that's all about to change. Target has announced an upcoming line of sweet and savory indulgences called Favorite Day, and the new treats are hitting stores soon. Favorite Day will include more than 700 new items, ranging from ice cream to cake-decorating supplies and even beverage mixers. Essentially, it's Target's answer to the beloved in-house brands you'd find at other retailers, like Costco, Sam's Club, and Aldi.

Favorite Day seems like a step above Market Pantry (who, by the way, makes incredible chocolate chips) and includes two offshoot brands: Favorite Day Bakery (think cupcakes and blueberry streusel breakfast bread) and Favorite Day Gourmet, which Target calls a "collection of decadent, high-quality sweets spanning ice cream, baked goods and beyond." And with pretty pastel branding and options like Neapolitan trail mix and assorted macarons, it's gonna be hard to resist.

The strategy? A mix of quality and nostalgia. The higher-end treats incorporate the tastes associated with our favorite memories, like orange cream bars from the ice cream truck and sweets "straight our of your grandma's kitchen," according to food scientist Thomas Jackson. Sounds delicious to us.

Favorite Day products will begin rolling out on April 5, and all items (including the Favorite Day Gourmet line) will be under $15. They'll also be available via Target's same-day services, like drive-up pickup or delivery provided by Shipt.