diff --git a/derive_builder/CHANGELOG.md b/derive_builder/CHANGELOG.md
index 0afa7ccc..e122c2bd 100644
--- a/derive_builder/CHANGELOG.md
+++ b/derive_builder/CHANGELOG.md
@@ -2,6 +2,11 @@
 All notable changes to this project will be documented in this file.
 This project adheres to [Semantic Versioning](http://semver.org/).
 
+## [Unreleased]
+- Change `each` syntax from `#[builder(setter(each = "bar"))]` to
+  `#[builder(setter(each(name = "bar")))]`.
+- Allow collection setters to be generic over `Into`.
+
 ## [0.10.2] - 2021-04-21
 - Don't reference `derive_builder_core` from `derive_builder` #206
 
diff --git a/derive_builder/README.md b/derive_builder/README.md
index d6a4d306..5c675658 100644
--- a/derive_builder/README.md
+++ b/derive_builder/README.md
@@ -120,7 +120,7 @@ It's as simple as three steps:
 - **Setter visibility**: You can opt into private setter by preceding your struct with `#[builder(private)]`.
 - **Setter type conversions**: With `#[builder(setter(into))]`, setter methods will be generic over the input types – you can then supply every argument that implements the [`Into`][into] trait for the field type.
 - **Setter strip option**: With `#[builder(setter(strip_option))]`, setter methods will take `T` as parameter'type for field of type `Option<T>`.
-- **Collection setters**: Adding `#[builder(setter(each = "method_name"))]` to fields whose types implement `Default` and `Extend` will generate a setter which adds items to the builder collection for that field.
+- **Collection setters**: Adding `#[builder(setter(each(name = "method_name")))]` to fields whose types implement `Default` and `Extend` will generate a setter which adds items to the builder collection for that field. It's possible for these setters to be generic over the `Into<T>` trait too, like so: `#[builder(setter(each(name = "foo", into)))]`.
 - **Builder field visibility**: You can use `#[builder(field(private))]` or `..(public)`, to set field visibility of your builder.
 - **Generic structs**: Are also supported, but you **must not** use a type parameter named `VALUE`, if you also activate setter type conversions.
 - **Default values**: You can use `#[builder(default)]` to delegate to the `Default` implementation or any explicit value via ` = ".."`. This works both on the struct and field level.
diff --git a/derive_builder/tests/setter_extend.rs b/derive_builder/tests/setter_extend.rs
index 1701dda6..91514ac1 100644
--- a/derive_builder/tests/setter_extend.rs
+++ b/derive_builder/tests/setter_extend.rs
@@ -7,22 +7,33 @@ use std::collections::HashMap;
 
 #[derive(Debug, PartialEq, Default, Builder, Clone)]
 struct Lorem {
-    #[builder(setter(each = "foo_append"))]
+    #[builder(setter(each(name = "foo_append")))]
     foo: String,
-    #[builder(setter(each = "bar"))]
+    #[builder(setter(each(name = "bar")))]
     bars: Vec<String>,
-    #[builder(setter(each = "baz"))]
+    #[builder(setter(each(name = "baz")))]
     bazes: HashMap<String, i32>,
 }
 
 #[derive(Debug, PartialEq, Default, Builder, Clone)]
 #[builder(pattern = "mutable")]
 struct Ipsum {
-    #[builder(setter(each = "foo_append"))]
+    #[builder(setter(each(name = "foo_append")))]
     foo: String,
-    #[builder(setter(each = "bar"))]
+    #[builder(setter(each(name = "bar")))]
     bars: Vec<String>,
-    #[builder(setter(each = "baz"))]
+    #[builder(setter(each(name = "baz")))]
+    bazes: HashMap<String, i32>,
+}
+
+#[derive(Debug, PartialEq, Default, Builder, Clone)]
+#[builder]
+struct Dolor {
+    #[builder(setter(each(name = "foo_append")))]
+    foo: String,
+    #[builder(setter(each(name = "bar", into)))]
+    bars: Vec<String>,
+    #[builder(setter(each(name = "baz")))]
     bazes: HashMap<String, i32>,
 }
 
@@ -53,6 +64,33 @@ fn extend_field() {
     );
 }
 
+#[test]
+fn extend_field_into() {
+    let x = DolorBuilder::default()
+        .foo("foo".into())
+        .bar("bar")
+        .bar("bar bar")
+        .bar("bar bar bar")
+        .foo_append('-')
+        .baz(("baz".into(), 1))
+        .baz(("bazz".into(), 2))
+        .baz(("bazzz".into(), 3))
+        .foo_append("foo")
+        .build()
+        .unwrap();
+
+    assert_eq!(
+        x,
+        Dolor {
+            foo: "foo-foo".into(),
+            bars: vec!["bar".into(), "bar bar".into(), "bar bar bar".into()],
+            bazes: vec![("baz".into(), 1), ("bazz".into(), 2), ("bazzz".into(), 3)]
+                .into_iter()
+                .collect(),
+        }
+    );
+}
+
 #[test]
 fn extend_field_mutable() {
     let x = IpsumBuilder::default()
@@ -82,13 +120,13 @@ fn extend_field_mutable() {
 
 #[derive(Debug, PartialEq, Default, Builder, Clone)]
 #[builder(setter(skip))]
-struct Dolor {
-    #[builder(setter(each = "foo"))]
+struct Sit {
+    #[builder(setter(each(name = "foo")))]
     foos: Vec<i32>,
 }
 
 #[test]
 fn extend_field_enabled() {
-    let x = DolorBuilder::default().foo(1).foo(2).build().unwrap();
-    assert_eq!(x, Dolor { foos: vec![1, 2] });
+    let x = SitBuilder::default().foo(1).foo(2).build().unwrap();
+    assert_eq!(x, Sit { foos: vec![1, 2] });
 }
diff --git a/derive_builder_core/src/lib.rs b/derive_builder_core/src/lib.rs
index 2970593b..63472823 100644
--- a/derive_builder_core/src/lib.rs
+++ b/derive_builder_core/src/lib.rs
@@ -50,7 +50,7 @@ use darling::FromDeriveInput;
 pub(crate) use deprecation_notes::DeprecationNotes;
 pub(crate) use doc_comment::doc_comment_from;
 pub(crate) use initializer::Initializer;
-pub(crate) use options::BuilderPattern;
+pub(crate) use options::{BuilderPattern, Each};
 pub(crate) use setter::Setter;
 
 const DEFAULT_STRUCT_NAME: &str = "__default";
diff --git a/derive_builder_core/src/macro_options/darling_opts.rs b/derive_builder_core/src/macro_options/darling_opts.rs
index 551d0f08..d56ffd8a 100644
--- a/derive_builder_core/src/macro_options/darling_opts.rs
+++ b/derive_builder_core/src/macro_options/darling_opts.rs
@@ -8,7 +8,7 @@ use proc_macro2::Span;
 use syn::{self, spanned::Spanned, Attribute, Generics, Ident, Path, Visibility};
 
 use crate::macro_options::DefaultExpression;
-use crate::{Builder, BuilderField, BuilderPattern, DeprecationNotes, Initializer, Setter};
+use crate::{Builder, BuilderField, BuilderPattern, DeprecationNotes, Each, Initializer, Setter};
 
 /// `derive_builder` uses separate sibling keywords to represent
 /// mutually-exclusive visibility states. This trait requires implementers to
@@ -130,7 +130,7 @@ pub struct FieldLevelSetter {
     strip_option: Option<bool>,
     skip: Option<bool>,
     custom: Option<bool>,
-    each: Option<Ident>,
+    each: Option<Each>,
 }
 
 impl FieldLevelSetter {
diff --git a/derive_builder_core/src/options.rs b/derive_builder_core/src/options.rs
index 3d6b97c3..93707388 100644
--- a/derive_builder_core/src/options.rs
+++ b/derive_builder_core/src/options.rs
@@ -33,3 +33,10 @@ impl Default for BuilderPattern {
         Self::Mutable
     }
 }
+
+#[derive(Debug, Clone, FromMeta)]
+pub struct Each {
+    pub name: syn::Ident,
+    #[darling(default)]
+    pub into: bool,
+}
diff --git a/derive_builder_core/src/setter.rs b/derive_builder_core/src/setter.rs
index 67f99bbe..41e6f0aa 100644
--- a/derive_builder_core/src/setter.rs
+++ b/derive_builder_core/src/setter.rs
@@ -5,6 +5,7 @@ use syn;
 
 use BuilderPattern;
 use DeprecationNotes;
+use Each;
 
 /// Setter for the struct fields in the build method, implementing
 /// `quote::ToTokens`.
@@ -63,7 +64,7 @@ pub struct Setter<'a> {
     /// Emit deprecation notes to the user.
     pub deprecation_notes: &'a DeprecationNotes,
     /// Emit extend method.
-    pub each: Option<&'a syn::Ident>,
+    pub each: Option<&'a Each>,
 }
 
 impl<'a> ToTokens for Setter<'a> {
@@ -158,11 +159,27 @@ impl<'a> ToTokens for Setter<'a> {
                 ));
             }
 
-            if let Some(ref ident_each) = self.each {
+            if let Some(ref each) = self.each {
+                let ident_each = &each.name;
+
+                let ty_params: TokenStream;
+                let param_ty: TokenStream;
+                let into_item: TokenStream;
+
+                if each.into {
+                    ty_params = quote!(<VALUE, FROM_VALUE: ::derive_builder::export::core::convert::Into<VALUE>>);
+                    param_ty = quote!(FROM_VALUE);
+                    into_item = quote!(::derive_builder::export::core::convert::Into::into(item));
+                } else {
+                    ty_params = quote!(<VALUE>);
+                    param_ty = quote!(VALUE);
+                    into_item = quote!(item);
+                }
+
                 tokens.append_all(quote!(
                     #(#attrs)*
                     #[allow(unused_mut)]
-                    #vis fn #ident_each <VALUE>(#self_param, item: VALUE) -> #return_ty
+                    #vis fn #ident_each #ty_params(#self_param, item: #param_ty) -> #return_ty
                     where
                         #ty: ::derive_builder::export::core::default::Default + ::derive_builder::export::core::iter::Extend<VALUE>,
                     {
@@ -170,7 +187,7 @@ impl<'a> ToTokens for Setter<'a> {
                         let mut new = #self_into_return_ty;
                         new.#field_ident
                             .get_or_insert_with(::derive_builder::export::core::default::Default::default)
-                            .extend(::derive_builder::export::core::option::Option::Some(item));
+                            .extend(::derive_builder::export::core::option::Option::Some(#into_item));
                         new
                     }
                 ));