Continuing its strategy of giving digital native brands an in-store presence, Target is exclusively stocking a new vitamin line from direct-to-consumer brand Care/of.The new Care/of line rolled out to Target stores and target.com on March 28, encompassing three multivitamins (for men, women and a prenatal vitamin) and five \u0026quot;benefit-led\u0026quot; supplement blends to help with sleep, immunity, relaxation, energy or focus. The collection is designed to work as a \u0026quot;mix and match system\u0026quot; to help shoppers build a custom vitamin routine based on what\u0026#039;s important to them, according to a media release from the brand. All items are certified C.L.E.A.N. (Conscious, Live, Ethical, Active and Nourishing), vegan or vegetarian, gluten- and sugar-free, and priced at $14.99 (with the exception of the prenatal vitamin, which costs $18.99). In stores, shelf blockers positioned alongside the SKUs within the aisles spotlight the mix and match system by communicating shoppers should \u0026quot;start with a multivitamin\u0026quot; and then add personalized vitamins and supplements to \u0026quot;reach your health goals.\u0026quot; Multiple email blasts and social media updates from Care/of, an April 25 email from Target and a promotional page within target.com and the brand\u0026#039;s DTC site (takecareof.com) support.Founded by Craig Elbert and Akash Shah in New York in 2016, Care/of is a personalized DTC nutrition company, which Bayer acquired a majority stake of in 2020. The company centers on a personalized questionnaire on takecareof.com that taps knowledge from scientists, nutritionists and millions of quiz takers to create nuanced recommendations of Care/of vitamins, protein and collagen items for shoppers based on their lifestyles and health goals. The Care/of line at Target was created based on insights learned from the six million people who have taken Care/of’s quiz over the past four years and marks the brand\u0026#039;s first foray into the retail market.\u0026quot;We\u0026#039;re thrilled to collaborate with Target in bringing Care/of\u0026#039;s honest guidance to the vitamin aisle,\u0026quot; said Craig Elbert, Care/of chief executive officer and cofounder, in the release. \u0026quot;In the past, navigating the vitamin aisle could often be confusing or intimidating. With the Care/of launch in Target, we\u0026#039;ve made it easier to find the vitamins that actually work for you.\u0026quot;Target is no stranger to working with digital-native brands to give them an in-store presence, most recently working with DTC brands Function of Beauty and Grove Collaborative.