Will This New Player Shake Up HBA?

Morton Salt, best known for culinary salts, is making aforay into the health and beauty category witha new line of Natural Epsom Saltproducts.

“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 of 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 that 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 asa greaseless lotion that can be massage away minor aches and strains for fast-acting relief and is great for on-the-go use.

“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.

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.