For those wondering what exactly is in that countertop cleaner or laundry powder, Clorox has the answer. On Jan. 19, the company plans to provide additional ingredient information under a new section in the “Our Products” area of its corporate Web site at www.TheCloroxCompany.com.

By the end of calendar year 2009, the company anticipates having ingredients posted on the site for all of its household and industrial cleaning, disinfecting and auto-care products that are sold in the U.S. and Canada.

 “More than ever, consumers want to know what’s in the products they use in and around their homes,” said Chairman and CEO Don Knauss. “We understand this and are committed to providing a transparent list of product ingredient information to help consumers make more informed choices.”

Clorox’s initiative to increase communication about product ingredients started with the Green Works line of natural cleaning products, which the company introduced a year ago. The site will list in descending order ingredients that make up 1% or more of the contents of a product by weight. Clorox will disclose in alphabetical order ingredients that make up less than 1% of a product. Fragrances, dyes and preservatives will be listed as such.

More info: www.TheCloroxCompany.com