Supplement brand Ritual has announced its next retail distribution deal with Target, which includes three SKUs: Essential for Women 18+ and Essential for Men 18+ and Essential Prenatal. Select Target locations will also carry Ritual’s Essential Postnatal. The brand will be featured in Target’s Zero (waste reduction) and Clean collections.
Katarina Schneider, CEO & Founder of Ritual, said the partners are aligned and the move was a natural progression of where the company wanted to go next.
“Target focuses on fewer brands and more curation for their guests and that aligns nicely with what we have done as a brand since day one. We launched seven years ago with one daily multivitamin for women 18+ and focused on earning trust with her before thoughtfully expanding our product line.”
Schneider added that Target also represents accessibility, something Ritual sees as a vehicle to bring traceability to the masses.
“We’re excited to bring our commitment to traceability to Target shelves across the country and
empower guests to make confident choices for their health,” said Schneider.
Tracking ingredients across the supply chain
The CEO and founder told us that like many, Ritual has faced increased costs across its global supply chain, but when it comes to managing logistics, the company hasn't had any major issues to date as they’ve been a 100% subscription, direct-to-consumer business.
“As a brand that has been so focused on traceability since day one means we work incredibly closely with our suppliers and manufacturers around the world and have been able to predict the ongoing demand,” Schneider told us.
“Now, as we’ve grown into an omnichannel brand and expanded to new retailers like Amazon, Whole Foods Market and now Target, we’ve had to expand our operations and supply chain team to manage our increasingly complex supply chain. We've brought on incredible talent and I’m so grateful for how they’ve continued to manage logistics seamlessly.”
Ritual’s Traceable Wellness Advocacy Roadmap
The brand recently rolled out what it calls a “Traceable Wellness Advocacy Roadmap” that called on Congress to “Clean up the supplement industry.” The letter noted how supplement usage has increased dramatically while regulations remain stagnant.
As the Dietary Supplement Health and Education Act of 1994 (DSHEA) approaches its 30th anniversary next year, there has been more discussion on ways to update the statute.
Ritual confirmed that it has been talking with several leading trade associations and is interested in joining efforts to update DSHEA. In the past year, the company said it has also met with representatives of relevant committees and politicians from both sides of the aisle to discuss DSHEA reform and more.
Schneider told NutraIngredients-USA that Ritual has had more than one million customers and in 2021, surpassed nine figures in annual revenue and has been rapidly growing since.