Target Partners With Purpose-Driven Brands For Ongoing Wellness Push

NEW YORK, United States — U.S retailer Target has teamed up with 20 wellness brands to create innovative products with a purpose.

Made to Matter, a scheme first launched in 2014, sees the discount retailer partner with a collection of leading natural, organic and sustainable brands in an attempt to make their products more accessible.

“Guests love the Made to Matter collection because it offers them a way to easily discover new products that are better for them, their families and the world around them,” said Jeff Jones, CMO.

“In our third year, we wanted to make an even more meaningful impact, so we moved from curator to catalyst and challenged our partners to innovate with five important criteria in mind. The refined approach ensures that our guests can continue to count on Made to Matter to offer a wide variety of new products that truly make a difference.”

Building on criteria from the previous two years, according to the official website, the 2016 Made to Matter program required each brand to meet one or more of the following criteria:

Reduced waste and packaging, which meets the rising consumer demand for eco-friendly products that limit waste. Right now, 50 percent of U.S. waste is comprised of product packaging.

Closed loop systems, which utilise a production system where the excess of one process or product is used to make another product. U.S. waste has tripled since 1960 and the average U.S. resident produces 1600 pounds of waste but only recycles or composts 35 percent of it.

Clean label products that are made without additives and harsh chemicals.

Dietary and allergen restrictions that accommodate the growing commonality of specialised diets and food allergies. According to a study released in 2013 by the Centers for Disease Control and Prevention, food allergies among children increased approximately 50 percent between 1997 and 2011.

Reduced sugar, in 1822 the average American consumed 45 grams of sugar – the amount found in one of today’s 12-oz. sodas – every five days. Today, the average American consumes that much every seven hours.

Spanning baby, beauty and personal care, grocery, healthcare and household products, this year’s Made to Matter brands include Babyganics Natural Wool Dryer Balls; sustainably made, baby-safe and chemical-free natural wool dryer balls, Yes To Facial Wipes;  the first-ever natural facial cleansing wipe and Ripple Dairy Alternative Milk; a brand new protein-packed dairy-alternative milk.

In 2015, the products featured in the Made to Matter program amassed over $1 billion in sales collectively, on average each brand experienced a 30 percent sales growth at Target.

Made to Matter is one of a number of wellness centric initiatives helping Target position itself as a ‘one stop shop’ for wellness. The brand, which recently implemented a successful partnership with SoulCycle, offering free classes, is set to stock a range of protein shake mixes and bars created by celebrity fitness guru Tracy Anderson.

Last year the corporation announced it would be shifting its focus to promoting healthier foods in an attempt to change its image.