Keep It Kind is going into 200 Tesco Extras this week

Natural kids’ deodorant brand Keep It Kind has secured its first major supermarket listing with Tesco and unveiled plans for a raft of NPD.

Keep It Kind - launched exclusively with Boots last February - is rolling its original three-strong range into 200 Tesco Extra stores this week, followed by 400 Superdrug stores in August.

The trio comprises FreshKidz - a fragrance-free roll-on aimed at children aged eight to 10 - and two aerosols for children aged 11-plus, Blast for boys and Missy for girls. A fourth product, a fragranced Missy roll-on, will roll out in July and will debut a new look for the brand designed to “clearly communicate” its target audience on pack and improve shelf standout.

supplier Kind 2 Skin added that it intended to extend the brand into new sectors at the beginning of next year in a bid to win further supermarket listings and boost turnover from £225,000 to £1m by 2016.

Further innovation - which founder Michael Harris said would all be based on the brand’s ‘natural’ ethos - would include additional fragranced deodorants and shower gels. The business is also exploring the concept of products to minimise odours in school bags and lockers, which would probably be produced in a ball or sachet format.

Keep It Kind is expanding its US presence with new listings in 2,000 Walgreens stores from June. It first became available Stateside in March via Stop & Shop and Meijer, followed by Whole Foods Market last month.

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