Target targets plant-based ingredients with new household essentials line

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In Minneapolis, big box retailer Target has launched a line of household essentials using plant-based or recycled materials as well as natural fibers.

Dubbed Everspring, the offering includes more than 70 everyday items, including laundry detergent, paper towels, hand and face wipes, and multi-purpose cleaner. The line will hit store shelves and launch online on April 22—Earth Day.

“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,” says Christina Hennington, senior vice president, general merchandise manager, Target. “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% less than comparable brands and a focus on fresh design, Everspring offers guests another compelling reason to stock up at Target.”