Target is ratcheting up its strategy of offering more health & wellness in the grocery aisles. The retailer is focused on creating a differentiated food offer that features “trendy” merchandise (e.g., protein bars, nuts, etc.) as well as an increasing assortment of organic, gluten free and other healthy options.
Target not only has introduced gluten free crackers and granola bars under its Simply Balanced label, but it is making strides to improve labeling on other products in its portfolio as well. For example, naturally gluten free items like fruit roll-ups and gummy snacks are now clearly labeled “gluten free.”
Watch future posts for more on gluten free private label examples.
Key Takeaways:
- Some retailers, like Target and Aldi, are increasingly labeling everyday items as “naturally gluten free” or clearly featuring the “gluten free” label on product packaging, making it easy for consumers to identify items that meet their dietary requirements.
- Expect more retailers and brand marketers to follow suit on labeling and transparency issues. But first they must carefully weigh the cost/benefit relationship associated with a labeling and packaging redesign vs. creating an easy and possibly more compelling shopping experience.
Full report (PDF) available here: GLUTEN FREE Retail Intelligence, January 2016