SOURCE: The Clorox Company

The Clorox Company

April 19, 2011 08:00 ET

Green Works® Cleaners Launches Its First Naturally Derived Bleach

Color Safe, Optical Brightener-Free Stain Remover Adds Strength to Natural Laundry Regimen

OAKLAND, CA--(Marketwire - Apr 19, 2011) - Whether they use new natural offerings or tried and true classics, people everywhere are learning that detergent alone is not enough to remove stains and get clothes clean. Now, the makers of Green Works® naturally derived cleaners are adding an additional tool for people searching for a naturally-derived approach in the laundry room: Green Works color-safe, Chlorine-Free Bleach.

Green Works naturally-derived Chlorine-Free Bleach is an alternative to what is commonly called "oxygen bleach." Green Works Chlorine Free Bleach uses naturally derived hydrogen peroxide and replaces the petroleum-based cleaning agents found in many oxygen bleach products with plant-based cleaners derived from coconuts and lemons. In addition, Green Works Chlorine-Free Bleach skips the optical brighteners many products use.

The result is a bleach offering that, when coupled with Green Works laundry detergent, provides a naturally derived, color-safe way to whiten whites and remove tough stains when used as directed. And, like all Green Works products, the new through-the-wash stain remover is made from at least 95 percent naturally derived ingredients, packaged in recyclable packaging and is not tested on animals.

"The through the wash stain remover category has been growing fast as people see that traditional detergent simply isn't enough to remove tough stains," said Ria Lacher, brand manager for Green Works naturally derived cleaners. "With this product, we are giving people a naturally derived stain remover that cleans with the power people expect from Clorox."

Like all chlorine-free bleach products, the new Green Works Chlorine Free Bleach is not a disinfecting product and therefore is not designed to replace Clorox Liquid Bleach. Sodium hypochlorite, the key ingredient in Clorox bleach, is responsible for the disinfecting power of the product. While hydrogen peroxide, the main ingredient in Green Works Chlorine-Free bleach, has anti-bacterial properties, it does not qualify as a disinfecting product.

Green Works Chlorine Free Bleach will be available at retailers nationwide starting in May. It is expected to retail for approximately $3.49 for a 60 oz bottle. The product is formulated to work in both high-efficiency laundry machines as well as traditional ones. For more information on Green Works naturally derived cleaners visit www.greenworkscleaners.com or follow Green Works at www.facebook.com/greenworks or at twitter.com/greenworks.

The Clorox Company
The Clorox Company is a leading manufacturer and marketer of consumer products with 8,300 employees and fiscal year 2010 revenues of $5.53 billion. Clorox markets some of consumers' most trusted and recognized brand names, including its namesake bleach and cleaning products, Green Works ® naturally derived home care products, Pine-Sol ® cleaners, Poett ® home care products, Fresh Step ® cat litter, Kingsford ® charcoal, Hidden Valley ® and K C Masterpiece ® dressings and sauces, Brita ® water-filtration products, Glad ® bags and wraps and containers, and Burt's Bees ® natural personal care products. The company's products are manufactured in more than two dozen countries and sold in more than 100 countries. Clorox is committed to making a positive difference in the communities where its employees work and live. Founded in 1980, The Clorox Company Foundation has awarded cash grants totaling more than $80 million to nonprofit organizations, schools and colleges. In fiscal 2010 alone, the foundation awarded $3.5 million in cash grants, and Clorox made product donations valued at $8.8 million. For more information about Clorox, visit www.TheCloroxCompany.com.

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