“Clorox’s decision to go above and beyond the requirements of the law is consistent with our pioneering approach to ingredient transparency within our industry,” said Clorox chair and CEO Benno Dorer. “We’re proud to continue building on these efforts as part of our overall commitment to good growth—growth that’s profitable, sustainable and responsible.”
In addition to going “above and beyond legal requirements by adding ingredients to the labels of its household registered disinfecting products,” Clorox is choosing “the most comprehensive of the labeling options within the California law, disclosure of all its intentionally added ingredients on the labels of relevant products,” he said.
Kathleen McLaughlin, chief sustainability officer for Walmart, commended Clorox for “expanding its disclosure of ingredients and efforts to provide better product information to customers.”
More than a decade ago, Clorox was one of the first consumer packaged goods companies to introduce a voluntary ingredient communications program in North America; the company began listing ingredients for its household and professional cleaning, disinfecting and laundry products online through its Ingredients Inside program. Over the years, Clorox added more robust information on product preservatives, dyes and fragrances, and made its ingredient list accessible on mobile devices.
Clorox says it will partner with the Grocery Manufacturers Association and other industry stakeholders on the development and implementation of SmartLabel, the industrywide initiative created in partnership with manufacturers and retailers to provide details about a wide range of consumer products through a single, searchable online portal. This fall, Clorox will add approximately 400 cleaning products and 40 food products to the SmartLabel platform.