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Supplement Brand Ritual Launches into Target

Retail Dive | April 5, 2023

In addition to having one of its products labeled Target Clean, Ritual’s vitamins are also part of Target Zero.

The retailer’s Zero standard is meant to help shoppers discover products or packaging that reduce waste. Ritual’s vitamins are packaged in 100% post-consumer recycled plastic bottles and 100% post-consumer recycled paper, according to the brand.

Ritual has surpassed one million customers and sold over 10 million multivitamin bottles, according to the company. In 2021, it made more than $100 million in annual net sales.

Target has been on a push to expand its wellness offerings.

Personalized supplement brand Care/of released a new line of products through the mass retailer in March 2021. The DTC brand — which uses a questionnaire to provide recommended supplements to customers through its website — launched three multivitamins and five benefit blends with Target, marking its first wholesale endeavor.

In February, Target expanded its assortment with thousands of new beauty and wellness products. The company’s senior vice president of merch essentials and beauty said at the time that customers were paying close attention to what is in the products they buy, including supplements.

The powdered supplement brand Bloom was added to the retailer’s offerings, and Olly vitamins were named as a top seller.

Read the full article here

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