Dive Brief:
- Adding a new wholesale partner to its roster, supplement brand Ritual launched into Target stores and online Tuesday, according to details emailed to Retail Dive.
- The mass retailer will carry Ritual’s multivitamins for adult men and women, as well as its prenatal vitamin, in all Target stores and online. The brand’s postnatal vitamins will be carried at select locations.
- Ritual’s adult women's multivitamin is part of Target Clean — the retailer's label indicating which products are made without a specific list of ingredients. The supplement brand was first established as a direct-to-consumer company, but now also sells through Whole Foods and Amazon.
Dive Insight:
In addition to having one of its products labeled Target Clean, Ritual’s vitamins are also part of Target Zero.
The retailer’s Zero standard is meant to help shoppers discover products or packaging that reduce waste. Ritual’s vitamins are packaged in 100% post-consumer recycled plastic bottles and 100% post-consumer recycled paper, according to the brand.
Ritual has surpassed one million customers and sold over 10 million multivitamin bottles, according to the company. In 2021, it made more than $100 million in annual net sales.
Target has been on a push to expand its wellness offerings.
Personalized supplement brand Care/of released a new line of products through the mass retailer in March 2021. The DTC brand — which uses a questionnaire to provide recommended supplements to customers through its website — launched three multivitamins and five benefit blends with Target, marking its first wholesale endeavor.
In February, Target expanded its assortment with thousands of new beauty and wellness products. The company’s senior vice president of merch essentials and beauty said at the time that customers were paying close attention to what is in the products they buy, including supplements.
The powdered supplement brand Bloom was added to the retailer’s offerings, and Olly vitamins were named as a top seller.
