Retailer Target plans to reduce the amount of money and effort it puts into promoting brands from companies including Campbell’s, General Mills, Kellogg's, and Kraft, according to the Wall Street Journal.
The move comes as the company tries to appeal to health-conscious millennials who are less interested in packaged and processed foods.
Products including canned soup will be played down, while trendy sauces and oils will become more prominently featured, people familiar with the situation told the Wall Street Journal.
Brian Cornell, chief executive of Target, told the WSJ: “That doesn’t mean that mac and cheese is being eliminated, but clearly assortment is being shaped around what consumers are looking for.”
Cornell joined the company last August. According to the retailer’s website, he has held a number of leadership positions at leading retail and global consumer product companies throughout his career, working as both a vendor partner and competitor to Target.