Dive Brief:
- Blueland, the eco-friendly cleaning product company, is selling nine products in more than 1,800 Target locations and on the retailer’s website, according to a Monday press release.
- The plastic-free items available through the partnership include dishwasher detergent, laundry detergent and toilet bowl cleaning tablets and a hand soap starter set. Items are priced between $6.99 and $13.99, and include exclusive-to-Target scents.
- The brand has previously partnered with other major retailers, including Whole Foods, Costco, Kroger, HEB and Meijer.
Dive Insight:
Through its partnership with Target, Blueland wants to make its plastic-free products accessible to more consumers. All Blueland products use tablet or powder formats, designed to be used directly or mixed with water and come in compostable or recyclable packaging.
“Expanding into large retailers like Target allows us to meet consumers where they are, making it even easier for them to switch to products that are better for their families and the planet. This decision underscores our commitment to making safe, high-quality cleaning products available for anyone who wants them,” Sarah Paiji Yoo, CEO and co-founder of Blueland, said in a statement
Beyond building out its brick-and-mortar retailer partnerships, Blueland has also introduced new products in recent years. In 2022, the brand entered the personal care category with its line of powder-to-gel refillable body wash, a move it made after raising $20 million to expand into personal care and expand its presence in home cleaning.
Grove Collaborative, another environmentally conscious cleaning product company, tried its hand at partnerships with physical retailers. In 2021, the company entered physical retail for the first time by selling its cleaning products in Target stores nationwide and on Target’s website. However, last year the company cut ties with its brick-and-mortar retail partners.
