Remember when the appeal of Target was its “cheap chic” merchandise? Well, now Target wants to appeal to shoppers who like their merchandise just plain cheap.

Target is introducing a new low-priced, no-frills brand next week called “Smartly”. If Target’s Market Pantry brand is too upscale for you, and Up&Up too pricey, then Target hopes Smartly fits the bill.

Smartly is a line of “affordable household necessities”, encompassing more than 70 everyday items like detergent, body lotion, paper plates and razor blades. With basic block lettering on plain packaging and straightforward labels like “Liquid Hand Soap” and “Bath Tissue”, the items look a little like something you’d see in a hospital – minimalist and kind of sterile, like a moderately updated version of the old, generic-brand groceries with stark black-and-white labels reading “COLA” or “PEAS”.

“Our team dug deep to pinpoint exactly what guests were looking for in essentials and personal care – namely, lower-priced options unlike anything Target has offered before,” Target said in announcing Smartly’s launch. Smartly items will range in price from 59 cents to $11.99, with most items costing less than $2.

That represents an attempt by Target to attract budget-conscious shoppers who aren’t brand loyal, who might otherwise go elsewhere for more affordable items.

“It’s about showing people that I don’t have to go to ALDI or I don’t have to go to Dollar General to find what I’m looking for,” Target’s chief merchandising officer Mark Tritton told the Wall Street Journal.  Read the entire article here.