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Morton Enters Health, Beauty Category With Line Of Epsom Salt Products

Morton's Epsom Salts

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 says its 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 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,” said Carol Panozzo, VP of consumer products sales and marketing at Morton Salt.

Morton Natural Epsom Salt products currently are on store shelves in select drug and retail chains nationwide and in various regional chains.

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

• Morton Natural Epsom Salt (Plain) serves the functional need of soothing minor aches and sprains when soaking in a bath of hot water and Morton Epsom Salt. Morton’s Plain Epsom Salt product also is pharmaceutically safe for ingestion as a natural saline laxative for occasional relief. (Consult a physician before ingesting Epsom salt.)

• Morton Natural Epsom Salt with Lavender or Eucalyptus fragrances offer a pleasant sensory experience that can help promote relaxation while soothing minor aches and sprains. Morton Natural Epsom Salt with Lavender scent offers calming properties that may help to encourage a restful sleep, while Morton Natural Epsom Salt with Eucalyptus scent helps to relax the senses and relieve tension.

The line also includes a lotion containing Morton Natural Epsom Salt.

• Morton Unscented Epsom Lotion is a unique and concentrated formula. which delivers Epsom salt in a lotion format. This greaseless, unscented lotion is used to massage away minor aches and strains for fast-acting relief and can be used on the go.

Morton’s Plain Epsom Salt is available in a 4-lb. resealable pouch, and the Lavender- and Eucalyptus-scented Epsom salt products are available in a 3-lb. resealable pouch. Morton Unscented Epsom Lotion is available in an 8-oz. bottle

“Prior to the launch of our new Epsom salt product line, more than half of the consumers we surveyed believed that we were already a player in the health and beauty category, which demonstrates the power of the Morton brand,” Panozzo added.

According to the Chicago-based company, 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.

 

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