Target is ditching an element of its pharmacy business that is so iconic, it was once featured in New York’s Museum of Modern Art.
The retailer’s beloved red prescription bottles with colour-coded rings have been scrapped as a result of CVS’s takeover of Target’s pharmacy business. And shoppers aren’t pleased.
The Associated Press spoke with customers who were pouring new medications into old Target perscription bottles.
Others have taken to Twitter to express their displeasure.
Short version: CVS bought Target pharmacies, replaced Best Pill Bottle Ever with Worst.
— Charles G Hill (@dustbury) September 8, 2016
Target got rid of their target pill bottles that were red and cool and have adopted CVS’ bottle all dull and generic.
— ℳ (@madeleroi) May 10, 2016
Marshal Cohen, chief retail analyst with market researcher NPD Group, told the Associated Press that the switch may have convinced a small percentage of customers to shop elsewhere.
Despite the outrage and associated media coverage, it doesn’t look like Target has any immediate plans to switch back to the old, iconic bottle.
On Tuesday, the company replied to a disgruntled customer’s tweet, saying the retailer is “currently looking at options for the next generation of prescription bottles to make medication adherence and instructions easier to understand for our patients.”
Target did not respond to Business Insider’s request for comment.
Still, angry customers have continued to post about their outrage on social media.
— Sheeba Khan (@sheeba_k5) September 28, 2016
CVS opened its first pharmacy inside a Target in February, following CVS’s $1.9 billion acquisition of Target’s pharmacy business. At the time, many worried that decreased competition could lead to higher prices for customers.
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