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Target launches earth-friendly household product line

The retailer’s Everspring brand targets guests looking for ‘clean and natural’ goods

Photo (c) jimkruger - Getty Images
Target on Monday launched its own line of sustainable household items. The retailer’s new brand, called Everspring, features an array of about 70 different “clean and natural” versions of items like dish soap, laundry detergent, paper towels, and multi-purpose cleaner.

Target said its line of earth-friendly products -- which includes items that are either biobased or made from recycled materials or natural fibers -- has been in the making for over a year.

“From the sourcing to the packaging, ... we had to do it right. ... We hired the right expertise to make sure the chemical quality was up to expectations,” Christina Hennington, a senior vice president and general merchandise manager at the retailer, told CNBC.

Curbing high prices for sustainable goods

The percentage of shoppers interested in purchasing natural, sustainably-sourced products has been steadily rising in recent years. However, high prices on more sustainable brands are a hindrance to many consumers when making a purchase decision.

Target said the items in its Everspring line are priced about 20 percent lower than comparable products from brands such as Mrs. Meyers and Seventh Generation. The items on Target’s line range in price from $2.79 to $11.99.

"Everspring is a great example of how we're listening – and responding – to the evolving needs of our guests in a way that's uniquely Target," Hennington said in a press release. "Guests can feel confident they're purchasing essentials for their home that include ingredients and components they want and have the efficacy they need to get daily routines done. And, at prices nearly 20 percent less than comparable brands and a focus on fresh design, Everspring offers guests another compelling reason to stock up at Target."

The retailer also noted that Everspring complies with “Target Clean,” a new product standard it introduced last month. Products marked with a Target Clean icon were formulated without chemicals like phthalates, propylparaben, sodium laureth sulfate.

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