Hain Celestial Canada

Hain Celestial Canada

September 28, 2010 09:00 ET

Martha Stewart Clean™ Makes Green Homekeeping Easy

Introducing Martha Stewart's New Line of Premium Natural Household Cleaners

TORONTO, ONTARIO--(Marketwire - Sept. 28, 2010) -

Editor's note: There is a video and two photos associated with this press release.

Hain Celestial Canada, a division of The Hain Celestial Group, Inc. (NASDAQ:HAIN), announced today the availability of Martha Stewart Cleanhousehold cleaning products in Canada. The new line of premium natural cleaners offers solutions for laundry, kitchen, bathroom and general household or office use. This heralds good news for consumers looking for effective, green household solutions, or who may be allergic to common household cleaning products.

"For years I've shared with my magazine readers and television viewers all sorts of practical ideas for keeping their homes clean and beautiful, and I've also worked hard to promote healthy living and environmental responsibility. Martha Stewart Clean™ products bring together the cleaning power of the time-honoured, homemade solutions I've used all my life, with the convenience of prepared solutions to provide busy consumers with effective cleaning products that are safe for their families, pets, and every surface in their homes," said Martha Stewart, Founder of Martha Stewart Living Omnimedia, Inc.

The green cleaning category can be confusing for the average consumer as claims vary and there is no standardization. However, Martha Stewart Cleanhousehold cleaning products feature the 'Design for the Environment' (DfE) certification by the U.S. Environmental Protection Agency (EPA), a government agency charged with protecting human health and the environment. DfE only allows use of the logo when a product is best in its class. The DfE logo certifies that the product works well and is made with ingredients that will not harm the environment.

Every Martha Stewart Clean™ product features the DfE logo prominently on all packaging, assuring consumers they are buying the most effective, safest and trusted solution for a clean and natural home and office.

Martha Stewart Cleanhousehold cleaning products boast the following features:

  • 99+% plant- and mineral-based, biodegradable ingredients
  • No added fragrances, only natural, clean scent
  • No artificial colours or preservatives
  • No sodium lauryl sulfate (SLS)
  • No ammonia
  • No animal testing or animal by-products
  • Recyclable packaging
  • All packaging is sustainable: recyclable bottles are made only from PET or HDPE (carrying resin identification numbers 1 or 2, respectively) and contain recycled content, and shipping cartons are certified by the Forest Stewardship Council to ensure that they are sourced only from well-managed forests
  • Recognized by Design for Environment (DfE), a program administered by the U.S. Environmental Protection Agency

Martha Stewart Clean™ offers the following household cleaning products:

  • All Purpose Cleaner
  • Dish/Hand Soap
  • Glass & Mirror Cleaner
  • Bathroom Cleaner
  • Wood Floor Cleaner
  • Carpet Spot Remover
  • Toilet Cleaner
  • Laundry Detergent
  • Fabric Softener
  • Dishwasher Detergent

The popularity of green cleaners has risen dramatically over the years. It is estimated that total sales of packaged goods making environmental claims will be $5.7 billion in Canada by 2011. The Natural Marketing Institute (NMI) cites social and environmental responsibility as a top-ten 'general consumer concern' and trend for the last 3 years.

"Allergies continue to grow at an alarming rate. When all allergies are taken into account, upwards of 20% - or one in five Canadians – experience symptoms that impact their lives" says Gwen Smith, editor of Allergic Living magazine. Martha Stewart Clean™ products are formulated with this fact in mind, making it safe to use in household environments where individuals may have allergies to common household cleaners.

Martha Stewart Clean™ is available across Canada at major grocery and mass retailers. Priced right for every budget, the suggested retail prices range from $4.99 to $6.99. For more information, visit www.marthastewartclean.com.

About Hain Celestial Canada

The Hain Celestial Group, Inc. is a leading natural and organic products company in North America and Europe. Hain Celestial Canada participates in several natural food categories including brands such as Terra Chips®, Garden of Eatin'®, Earth's Best®, Casbah®, Imagine®, Yves Veggie Cuisine®, and Spectrum®. For more information, visit: www.hain-celestial.ca

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