Consumers Choosing Greener Cleaners

Kerry Trueman November 26, 2007 | 6:55 pm EST

by Kerry Trueman

The smell of ammonia or bleach has long been synonymous with “clean,” but consumers are turning up their noses at harsh chemical cleansers in favor of gentler products from eco-friendly upstarts like Seventh Generation, whose sales are set to top $100 million in 2008.

So Clorox, not wanting to see its sales tank, will launch a line of “natural” cleansers called Green Works in January, including a plant-based toilet bowl cleaner. It’s the company’s first new product line in two decades, proving that consumer demand for healthier household products is finally turning the Tide.