Morton Salt makes entry into Epsom salt category
CHICAGO — Morton Salt on Thursday introduced a new line of Natural Epsom salt products, marking its first foray into the health and beauty category.
"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," stated Carol Panozzo, VP consumer products sales and marketing at Morton Salt.
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 Natural Epsom salt with lavender or eucalyptus fragrances offers a 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.