NEW YORK — Target Corp. is planning a new organic and natural store brand as it works to rev up its grocery business.

The big-box retailer said the new brand, called Simply Balanced, will start with drinks and snacks like corn chips on Sunday. The line is an outgrowth of similar products within its existing Archer Farms store brand, which is positioned as a premium alternative to national name brands.

Amanda Irish, senior director of Target’s store brands, said the new line is in response to the growing popularity of organic foods. Although they still account for less than 10 percent of overall grocery sales, she said organic foods are growing at twice the rate of conventional groceries.

About half the items in the line are organic and three-quarters are free of genetically modified ingredients.

— Staff and wire reports