May 13, 2013
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 industry1 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,” said 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.
- 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 is also pharmaceutically-safe for ingestion as a natural saline laxative for occasional relief. (Please 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, gentle and unscented lotion is used to massage away minor aches and strains for fast-acting relief and is great for on-the-go use.
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, offering superior storage by sealing out moisture and preserving the product. 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.
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.
1. Euromonitor International (April 2012)
About Morton Salt, Inc.
Morton Salt, Inc., part of the K+S Group, is the trusted authority in salt in North America. Our iconic Morton® and Windsor® brands, coupled with the broadest footprint in the industry have made us a leader since 1848. We produce salt for culinary, water softening, household and road deicing, food processing, chemical, pharmaceutical, and numerous industrial uses. Our 3,000 employees are committed to safety, quality, service and the communities in which we operate.