Target launches Good & Gather Roy Choi collaboration June 6

Target is betting that a recognizable chef can do more than sell snacks. Its Good & Gather Collabs line is adding Roy Choi as the third chef partnership, with 10 limited-time items set to reach stores and online June 6, a move that will land on sales floors, in backrooms and at checkout lanes across nearly 1,800 stores.

The assortment leans hard into value and novelty at the same time. Target’s product page lists prices from $1.59 for a Pineapple Chili Beef & Pork Meat Stick to $5.99 for Chili Lime Cake Pops, with other items including Spicy Ramen Yuca Chips, Savory Miso Popcorn, Wasabi Ranch Popcorn, Sweet & Savory Sesame Crunch Trail Mix, Food Truck Gummy Candy, Spicy Chili Mango Gummy Candy and Smoky Umami Recipe Fried Pork Rinds. The company has also said the items are made without synthetic colors, artificial flavors, artificial sweeteners or high-fructose corn syrup.

That combination matters because Target is not treating the collaboration as a standalone stunt. The company’s March 2025 growth plan tied chef collaborations under Good & Gather Collabs to a broader push for more than $15 billion in sales growth by 2030. In 2025, Target said it would add 600 items to its Good & Gather and Favorite Day grocery brands, signaling that these partnerships are meant to refresh the core grocery set, not simply decorate it.

For store teams, the real work starts after the marketing push. A launch like this usually means endcaps need to be cleanly set, shelf labels need to match quickly moving inventory, and the backroom has to stay ahead of replenishment as guests look for the newest flavor first. Food and beverage is already a traffic driver; when Target layers in a chef name, a limited run and a sub-$6 price point, it increases the odds of impulse buys and guest questions at the same time.

Target’s positioning also shows how it is trying to use owned brands as a differentiator without giving up the value message. Store Brands said the assortment will be in nearly 1,800 stores, while Progressive Grocer described the line as inspired by Roy Choi’s Korean-American heritage and the multicultural food scene of Los Angeles. That gives Target a cultural angle that feels more specific than a generic seasonal snack rollout, while still fitting the company’s long-running emphasis on accessible private-label brands.

The company has already used the formula before, first with Ann Kim and later with Rodney Scott. With Roy Choi, Target is making the case that Good & Gather Collabs is becoming a repeatable playbook: borrow culinary credibility, keep prices low, and make the floor team execute fast enough that the shelf looks exclusive before the next guest walks by.