Ritual broadens retail distribution to Target
Ritual, known best for its science-backed supplements, is shaking up the wellness industry with a brand-new partnership at Target.
The brand announced that its products would launch at Target as part of its Zero and Clean collections, making Ritual one of the first traceable multivitamins available at Target, the brand said.
DSN spoke to Katerina Schneider, founder and CEO of the brand, about how the partnership with Target came to fruition, which was part of its plans to expand to mass retail.
“We always knew we wanted to expand to mass retail, but first, we wanted to cross a certain threshold as a direct-to-consumer business. We’ve spent over seven years building a sizable, profitable business and earning the trust of consumers online. We have had more than one million customers and in 2021, surpassed nine figures in annual revenue and we have been rapidly growing since,” said Schneider. “We are at a point now where we are confident we can bring our commitment to traceability and high-quality supplements with bioavailable ingredients to the masses. And there is no better retailer to do that with than Target.”
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Before launching at Target, Ritual had made its debut on shelves at Whole Foods Market, which helped play a role in providing education about the brand’s products that build upon its online presence.
“Target was a natural progression of where we always wanted to go next. They create a curated experience for their guests and provide joy in discovering new brands. They are also accessible and further our mission of empowering people to make confident choices for their health wherever they shop, whether that be online on our website or at their nearest Target location,” said Schneider.
The products from Ritual that Target will be carrying include Essential for Men 18+ and Essential for Women 18+ and Essential Prenatal, which will be part of the Zero and Clean offerings.
“As a Certified B Corporation and a company that has been committed to sustainability since day one, we were excited to launch our products as part of Target Zero. Our vegan multivitamins are packaged in bottles made from 100% post-consumer recycled plastic and our retail cartons are made from 100% post-consumer recycled paper,” said Schneider.
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Although the brand is formally launching its products at Target, there are no current plans to expand its portfolio with exclusive items, as Schneider explained.
“We’re not launching anything new for Target and that is very unique for mass retail at this moment. We spend years developing our products and we invest significant capital in scientific research, clinical studies, third-party testing, and leading certifications. We’ve become known for this and it was important to us that people be able to shop for the same products on the shelf that they have come to trust us for online,” Schneider said.
The only newish thing the brand will be embarking upon for its retail debut is launching products in unit cartons made from 100% post-consumer recycled paper, the company said.
Following this partnership's success, Ritual plans to continue expanding its retail footprint across additional retailers to make its products accessible everywhere its consumers are.
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In addition, the brand also will be focusing on a new advocacy program. “We recently rolled out what we call our “Traceable Wellness Advocacy Roadmap” and are calling on Congress to address key issues in the supplement industry like setting health-protective limits for heavy metals in supplements and protein powders and defining terms like “clinically studies” to reduce misuse in the marketplace. We want to do more than just create best-in-class products, we want to really change the supplement industry,” Schneider said.