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Released in Response
to the American Home Cook’s Interest in Specialty
Salts; Priced for Any Consumer to Enjoy
CHICAGO, Ill. – April
12, 2006 – Morton, America ’s
authority on salt, is making high-end sea salt affordable
and available to home cooks nationwide. The company scouted
out locations around the world and chose to harvest its sea
salt in the Mediterranean off the coast of Spain ’s
Costa Blanca. Morton Sea Salt will cost between $1.89 and
$2.09 per pound depending on the retailer.
Morton is introducing its sea salt in
response to the American home cook’s increasing interest
and acceptance of high-end specialty salts. Made popular
by celebrity chefs, sea salt provides a greater sensory
experience than table salt but can be used in many of the
same applications as either a topping salt or in gourmet
recipes. Morton Sea Salt offers the authentic taste and
texture foodies seek in a sea salt and has been extremely
well received by foodies and home cooks alike.
“Given sea salt’s broadening appeal to a wider
consumer base, we wanted to provide a sea salt that is first
and foremost of the highest-quality and authenticity but
that is also priced at a level that is attractive for home
cooks who may be trying it for the first time as well as
food lovers who purchase often,” said Earl Thorne,
director of advertising, sales promotion and brand development
at Morton. “We definitely see the American consumer
becoming more discerning about salt. Kosher salt, by and
large, is the most popular specialty salt – we can
clearly say it has gone mainstream. We expect sea salt
to gain that same level of acceptance.”
Sea salt is the second product released in the line of
high-end specialty salts for Morton, behind its popular coarse
kosher salt. Recently, Morton added a second size to its
kosher salt offering. Previously only offered in the traditional
three-pound box, Morton now also makes a one-pound kosher
salt box designed to be more inviting to the first time user
as well as those with a smaller household.
Morton Sea Salt is available in both fine and coarse varieties.
Consumers seeking recipes containing Morton Sea Salt can
visit mortonsalt.com.
The Chicago-based company, established
in 1848, is America ’s
authority on salt and the leading producer of salt for grocery,
water softening, ice control, agricultural and industrial
uses. Morton introduced the nation to the Morton Umbrella
Girl and her now-famous slogan, “When It Rains It Pours”,
in 1914. Since that time Morton salt products have graced
the shelves of homes throughout the country.
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