After realizing the untapped potential of its store brand products (thanks to an audit) Target decided to relaunch its own brand as up & up. The new brand began appearing in March across sun care products and now has reached products in more than 40 different categories throughout the store. The company also plans to introduce around 100 new up & up items throughout 2009 in categories including laundry detergent, cotton balls and swabs and baby food. The new packaging is designed to differentiate the up & up brand from national brands while still portraying the company’s “Expect More, Pay Less” promise with a new element of design, and with low prices.