By  on March 13, 2014

A host of retailers — Whole Foods and Amazon included — are jumping into an entirely new category: natural personal hygiene for kids.

In time for back-to-school, these merchants, along with Meijer, Giant and Stop & Shop, will stock a new line called Fresh Kidz from Kind2Skin Ltd., a company based in the U.K. and founded by Michael and Roberta Harris. The pharmaceutical industry duo were seeking a solution to their grandchildren’s “funky smell,” and created the Keep It Kind brand, which includes a range of deodorants called Fresh Kidz.

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