August 5, 2010
Morton Salt proudly announces the launch of five new Sea Salt products. These new products address the growing popularity of sea salt for use by home cooks and chefs, and according to Morton Salt CEO Mark Roberts, distribution at key retailers has exceeded expectations.
“Our new line of sea salts capitalizes on the fastest growing category in the table and specialty salt category,” said Roberts. “Since consumers are preparing more meals at home, Morton’s Sea Salts provide the ‘everyday cook’ with more options for cooking, baking, and flavoring their meals.”
Morton has offered fine and coarse sea salt for several years, and these five new items will complement the current portfolio. The All Natural Sea Salt and Iodized Sea Salt (harvested from waters of the Pacific Ocean), measure like table salt, are ‘recipe-ready’, and are perfect for cooking and baking. The new Extra Coarse Sea Salt Disposable Grinder (with salt crystals from the Mediterranean Sea), brings out great flavor and adds a finishing touch to many meals. The Grinder Refill Bottle, one of the first to be offered in the grocery channel, allows the consumer to refill their reusable grinders with Extra Coarse Sea Salt. The Roasted Garlic Sea Salt Disposable Grinder provides a flavorful spice to a variety of seafood, meat, and salad dishes.
The entire Sea Salt portfolio now carries a new Morton look that is classic in design, while also featuring the iconic Umbrella Girl. The national advertising campaign of print, digital, and retailer programs began in May.
Visit mortonsalt.com for more product information and recipe ideas.
About Morton Salt, Inc.
Morton Salt, a Chicago-based company, established in 1848, is North America’s authority on salt and a leading producer of salt for grocery, water softening, ice control, agricultural, and industrial uses. Morton introduced the nation to the Morton Umbrella Girl and the now-famous slogan, “When It Rains It Pours®” in 1914. Since that time Morton Salt products have graced the shelves of more homes throughout the country than any other brand of salt.