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Green Works Adds Wipes

March 2, 2009

Natural cleaning line�s latest launch is biodegradable cloths.

Green Works Adds Wipes

Natural cleaning line’s latest launch is biodegradable cloths.

By Melissa Meisel
Associate Editor

What’s green, clean and wiping up the next mess near you? Clorox’s newest addition to its eco-friendly cleaning collection, Green Works Natural Biodegradable Cleaning Wipes.

Debuting one year after the launch of the original Green Works spray, the product is crafted of 100% cellulose fibers and derived from renewable farm grown trees. Formulated using biodegradable ingredients, the wipes are 99% natural and feature the grassroots environmentalist organization Sierra Club logo on the package, a fundraising effort for the Clorox company. The product also has been recognized by the U.S. Environmental Protection Agency (EPA) for using environmentally preferable chemistry, and carries the “Design for Environment” certification as well.

A green cleaning wipe.
According to Clorox, since it launched the Green Works brand, the natural cleaning category has grown more than 100%, delivering on the company’s goal to make natural cleaning more accessible and affordable to everyday consumers without compromising cleaning performance. Green Works is now the top natural cleaning brand in the U.S., with a 42% share of the market to date.

In fact, the household cleaner cloth category, which is dominated by nonwoven products, has increased steadily over the years. According to Information Resources Inc. (IRI), a Chicago-based market research firm, sales of household cleaning clothes rose nearly 3% to $274.1 million for the year ending July 13, 2008, as previously reported in HAPPI. Sales of all-purpose cleaning cloths rose more than 6% and accounted for more than 90% of category sales.

In addition to making natural cleaning mainstream, Clorox’s Green Works team set out to make an impact beyond cleaning and established a cause marketing relationship with Sierra Club. Based on Green Works 2008 product sales (April to December) a financial contribution of $470,000 is being given to Sierra Club to support its conservation efforts, according to the company.

“Sierra Club has joined us with the shared conviction that corporations and NGOs should work together to bring about real progress,” said Don Knauss, chairman and chief executive officer, The Clorox Company.  “Sierra Club has been a supportive sounding board for a number of Clorox’s initiatives, including recycling Brita filters and product ingredient disclosure.  We hope our contribution to its environmental programs will enhance their good work on behalf of our communities.”

“Part of our mission is to move industry to innovative solutions that bring green living to everyday life,” said Sierra Club Executive Director Carl Pope. “The Green Works brand makes affordable and effective natural cleaning products available to millions of Americans. We look forward to being a part of Clorox’s ongoing journey toward becoming a more sustainable company that drives the green marketplace.”

Green Works now has eight natural cleaners available for consumers to use throughout the home—an all-purpose cleaner, glass cleaner, glass and surface cleaner, toilet bowl cleaner, dilutable cleaner, bathroom cleaner, dishwashing liquid and now the wipes. All products in the line are made using plant-based ingredients derived from coconuts, as well as essential oils. 

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