Dive Brief:
- Misfits Market has added a household products category to its assortment, the e-grocer announced in a Wednesday blog post.
- The new virtual aisle, set to officially launch on Tuesday, will initially feature about 30 products, including laundry detergent, kitchen goods, cleaning supplies and paper products.
- Misfits Market now stocks more than 1,100 SKUs, a figure that has increased by 50% over the past year.
Dive Insight:
The addition of the non-food category to Misfits’ lineup builds upon the effort by the online grocery seller to offer products made with sustainable ingredients, according to the company. The new category is limited to products that have been “carefully vetted to exclude harsh chemicals, synthetic fragrances, and single-use plastics when possible while still prioritizing effectiveness,” the company said in an emailed press release.
The new category will include goods from brands such as cleaning product maker Molly’s Suds; compostable single-use product supplier Repurpose; and cleaning supply producer Root & Splendor. The assortment also includes goods from If You Care, a maker of compostable items like coffee filters, and Caboo, which sells paper goods made from bamboo.
In developing the category, Misfits looked for brands that share its “commitment to transparency, quality, and doing things better for people and the planet,” the company said in the blog post.
Known for selling “ugly” produce that might otherwise go to waste, Misfits has been steadily expanding the range of products it sells. The company noted in the press release that it has added wellness, vitamin and pet care categories to its assortment over the past year. Misfits’ private label line of pantry staples, Odds & Ends, now encompasses more than 100 items, Misfits said, adding that it plans to add over 60 products to the brand.
Misfits has seen “record customer acquisition” as a result of its efforts to expand its selection and refine the experience it provides to shoppers, Abhi Ramesh, the company’s founder and CEO, said in a statement.