After launching its own line of natural body care products a year ago, Whole Foods Market is reformulating its 365 Everyday Value shampoo, conditioner, body lotion and shower gel to meet its own natural standards.
“Whole Foods Market researchers have spent two years evaluating each and every ingredient in our body care products on criteria including safety, source, efficacy, and environmental impact to perfect the Premium Body Care Standard label. While our goal is to eventually have all of our Whole Body products adhere to these standards, we are excited to extend the label to one of our most popular set of products,” said Michael Besancon, Whole Foods Market’s senior global vice president of purchasing, distribution and marketing. “In addition to raising the bar for natural body care, we are also proud to be selling these very popular products at the same great prices—particularly with the new premium ingredients.”
The reformulated products, which will be available this summer, will not contain any of the 300-plus ingredients banned on Whole Foods’ Premium Body Care Standard list. In addition, the company said it plans to maintain the line’s current price points.
More info: www.wholefoodsmarket.com