Morton Salt, best known for culinary salts, is making a foray into the health and beauty category with a new line of Natural Epsom Salt products.
“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-consumer products sales and marketing at Morton Salt.
Morton’s new Epsom Salt line includes four core products made with natural magnesium sulfate—a plain Epsom salt, which can be used in one of its traditional roles, to help soothe minor aches and sprains when soaking in a bath of hot water; Morton Natural Epsom Salt with Lavender or Eucalyptus fragrances, which offer a pleasant sensory experience that can help promote relaxation while soothing minor aches and sprains; and Morton Unscented Epsom Lotion. The lotion is billed as a greaseless lotion that can massage away minor aches and strains for fast-acting relief.
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 www.MortonSalt.com.