Morton Salt Enters New Category

Morton Salt, most commonly known for its broad range of culinary salts, has introduced a new line of Natural Epsom Salt products, marking its first foray into the health and beauty category.

 

As demand for natural health and beauty care products continues to increase, Morton's expertise in the salt industry makes it uniquely positioned to break into the $426 billion global health and beauty industry with Morton Natural Epsom Salt products, which provide soothing relief as a soaking solution for minor aches and sprains.

 

"The Epsom salt category has seen sustained growth over the past few years, presenting an opportunity for Morton Salt to begin leveraging its ubiquitous brand equity with the health and beauty shopper," says Carol Panozzo, vice president of Consumer Products Sales and Marketing at Morton Salt.

 

Morton Natural Epsom Salt products are currently on store shelves in select drug and retail chains nationwide and in various regional chains. In addition to the health and beauty aisle, some of the products are sold online on www.Amazon.com and on Morton's website, www.MortonSalt.com.

 

Morton's new Epsom Salt line includes four core products, which are unique in that they are made with natural magnesium sulfate.

 

This new product line introduction further diversifies Morton's consumer offerings and extends the brand's reach beyond its flagship culinary salts, water softening salts, pool salts and ice melt products.