Target updates Market Pantry line

Target has redesigned the packaging of its 15-year-old Market Pantry brand, which includes more than 1,900 products across 100 categories.

Market Pantry fruit snacks before the redesign (left) and after.

“Turns out, guests loved Market Pantry’s great taste, quality and low prices, but they thought the packaging designs fell a little flat,” said Amanda Irish, VP merchandise manager, for Target’s Owned Brands, in a statement. “Target’s known for great design, but the current, generic look and feel of Market Pantry just wasn’t reflecting that.”

A team of designers, merchants, engineers and marketers set out to give the brand a new look, while taking cues from shoppers who said that pictures of food on packaging often influences what they’ll buy, and the existing food images on Market Pantry boxes wasn’t as tasty looking as it could be, according to Minneapolis-based Target.

Many of the new packages feature more complementary food art.

“Ultimately, the team decided on a bolder, more joyful look for the new packaging. They incorporated bright colors against a consistent red and white base, and varied background patterns that can be customized to fit packages of all sizes and shapes,” according to Target. “They also used fresh, crisp photography and more expressive fonts. And guests told us they love the custom recipes we put on each package from the culinary experts in Target’s Test Kitchen—so those aren’t going anywhere.”

The first redesigned packages are being rolled out to the dairy section and the remainder will become available throughout 2016.