In a move to meet growing consumer demand for products that promote wellness, Target has introduced “Made to Matter — Handpicked by Target,” a new collection from its leading natural, organic and sustainable brands.
The discount retailer announced Wednesday that it has challenged seventeen of its existing “better-for-you” brands to come up with new sustainable products and innovations that will be more accessible to guests. The products will be part of an exclusive collection of 120 new and limited-time Made to Matter goods like organic cotton baby swaddle blankets and recycled plastic trash bags.
Kathee Tesija, Target’s executive vice president of merchandising and supply chain, said, “Our guests are looking for products they can feel good bringing home without sacrificing price and performance.”
Products will span Target’s Baby, Beauty and Personal Care, Grocery, Healthcare and Household product categories with brands including: Annie’s Homegrown, Burt’s Bees, Chobani, Clif Bar & Company, Ella’s Kitchen, EVOL, Horizon Organic, Hyland’s, Kashi, Method, Plum Organics, Seventh Generation, SheaMoisture, Target’s Simply Balanced, Vita Coco, Yes To and Zarbee’s Naturals. Prices range from $1.99 to $24.99.
The sustainable push comes as Target works to recover from the security breach scandal that set sales back in the fourth quarter. The retailer reported that fourth-quarter profits fell a sizeable 46 percent as consumers backed off in fear of the security of their data. Some say the Made to Matter collection will appeal to conscious consumers and bring them back to the store.
Target introduced Made to Matter products in stores for the first time at the end of March, and more products will be added throughout this spring and summer with the full line available by September 2014. The collection will be exclusive to Target for at least six months. Made to Matter goods will be available throughout the store in the products’ aisles and as part of specialized collection displays. Select items will also be available at Target.com and on the retailer’s app.