Target launches new organic, sustainable product line

Target (NYSE:TGT) is partnering with 17 existing brands to expand its line of natural, organic and sustainable products. The new "Made to Matter - Handpicked by Target" collection will feature 120 products exclusively available at the discounter. 

The collection is an unprecedented collaboration with different vendors including Method cleaning products, Chobani Greek yogurt and Burt's Bees health and beauty products.

The Made to Matter products will span baby, beauty, grocery, healthcare and household items. Prices will range between $1.99 to $24.99. In order to highlight the new items in store, Target will display the featured goods in aisles with specialized collection displays that will highlight the new Made to Matter logo.

Products in the line will be brand or flavor extensions, but Target's exec-VP and CMO, Jeff Jones, highlighted a Method air refresher in a compressed-air delivery system instead of an aerosol can and what is believed to be the first bleach-free, chlorine-free disposable cotton diaper from Seventh Generation.

"Target will be the only place to find them," he said, according to the Star Tribune

This is Target's second organic and natural initiative this year. In January, Target launched the private-label Simply Balanced collection in its food section. Simply Balanced is an outgrowth of similar products within its existing Archer Farms store brand, which is positioned as a premium alternative to mainstream brands.

In recent years, organic food and products have seen a boom in popularity as customers seek to live healthier lifestyles. According to the Organic Trade Association, the industry grew to $31.5 billion in United States sales in 2012, the most recent data available, from $8.4 billion a decade earlier.

"Almost all of our guests, 97 percent, say they buy some product that is natural, organic or sustainable," Kathryn A. Tesija, Target's exec-VP for merchandising and supply chain told The New York Times. "They're looking for products in this category," she said. "We're making it easy by calling them out."

For more:
-See this Target press release
-See this New York Times article
-See this Star Tribune article

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