Shoppers paying more attention to what is in their food is not a new revelation; it’s a trend that has been growing in popularity for quite some time and has been influential in any number of products that have been rolled out recently. Target Corp. is taking this want for transparency a step farther in their new, multi-year collaboration with design firm IDEO and MIT’s Media Lab. In January 2016, they collaboratively launched the Food + Future coLab which will explore urban farming, food transparency and authenticity, and health.

Recently launched in a test store at a Fenway Target in Boston, the coLab-created Good & Gather initiative aims to capitalize on transparency by reimagining traditional food labels. Instead of listing ingredients on the back of packaging as they have been traditionally, they are being displayed on the front. The second concept allows consumers to scan produce and learn information about it in real time. As this technology develops, it will be interesting to see how food companies will react to a transparency they may not have been prepared for. How will products and packaging adapt to a food space that goes beyond the characteristics that currently aid in shopability? Research will be imperative as our interaction with food becomes more and more entwined with technological advances. Though we are heading into territories that are new and largely unexplored, the opportunity for innovation will be an exciting development to watch.

-Tyler McGruder, Research Assistant

About the Author REAL Insight

With over 25 years of experience, REAL Insight has led projects across a variety of industries that successfully identified consumer behavior and expectations in context, helping our clients make better decisions.

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