SOURCE: Seventh Generation

Seventh Generation

September 25, 2009 11:06 ET

Seventh Generation Introduces the First EPA Registered Disinfectant Proven to Kill Germs Naturally

New Products Combat Influenza A, H1N1 and Other Germs and Viruses; Debut at Natural Products Trade Show

BURLINGTON, VT--(Marketwire - September 25, 2009) - Seventh Generation, the nation's leading brand of non-toxic, environmentally safe household solutions, incorporates the latest breakthrough in green chemistry with the introduction of a new line of household disinfectant wipes and sprays. Debuting at the Natural Products Expo East in Boston this week, the product line has the distinction of being the first and only naturally-derived EPA registered disinfectants approved to claim "kills over 99.99 percent of germs naturally on hard, non-porous surfaces" and effective against the common Influenza A virus ("the flu") and its related strain, H1N1, otherwise known as "swine flu."

"As we face the threat of pandemics, it is increasingly important to protect our health and that of our children by implementing good hygiene practices and using disinfectants that are effective without the use of harsh chemicals," says Dr. Alan Greene, practicing pediatrician, leading green lifestyle authority and best-selling author. "Seventh Generation's natural disinfectants are a historic product introduction for consumers and the industry."

The four-SKU disinfectant line available for retail shelves in January 2010 includes:

-- Seventh Generation Disinfecting Multi-Surface Cleaner, 26oz (MSRP $2.99 - $3.99)

-- Seventh Generation Disinfecting Bathroom Cleaner, 26oz (MSRP $2.99 - 3.99)

-- Seventh Generation Disinfecting Wipes, 35-count canister (MSRP $2.99 - $3.99)

-- Seventh Generation Disinfecting Wipes, 70-count canister (MSRP $4.99 - $6.69)

Retailers expected to introduce the new product line include Whole Foods Market, Target, Kroger, Publix, Super Valu, Stop & Shop, Babies 'R' Us, Amazon.com and Diapers.com and local natural grocers nationally.

"Seventh Generation has been committed to creating non-toxic solutions for 21 years. These natural disinfectants are the perfect answer to consumers seeking to protect their families' health and wellness without the use of toxic chemicals," says Chuck Maniscalco, CEO, Seventh Generation.

All of the ingredients in Seventh Generation disinfectants are considered "food grade" by the FDA and qualify for the lowest toxicity category allowed by the EPA. Both the spray and wipes perform as well as the leading conventional products, killing 99.99 percent of germs, and cut through grease and grime, without synthetic ingredients or chemical components. The essential oils in the product, including thyme and lemongrass, naturally deodorize and effectively control odors.

About Seventh Generation's Natural Disinfectants

Seventh Generation utilizes the patented technology developed by the CleanWell™ Company, whose scientific team was the first to discover how to blend natural plant oils to kill 99.99% of harmful germs. CleanWell™ was born out of a father's quest to use safer disinfectants around his immune compromised son, and they introduced a line of all-natural hand sanitizer and hand soaps in 2007.

Seventh Generation's spray cleaners and wipes perform as well as the leading conventional products, killing 99.99 percent of germs, and cut through grease and grime, without synthetic ingredients or chemical components. The active ingredient in the disinfectant line is thymol, which is a component of thyme oil derived from the herb thyme. The essential oils in the products, including thyme and lemongrass, naturally deodorize and effectively control odors. The disinfecting wipes do not smear or spot, and are chlorine free. Additionally, both products contain no VOC-emitting ingredients (volatile organic compounds).

The products make their trade debut at the Natural Products Expo East show, September 23 - 26 in Boston. Seventh Generation is supporting the first quarter launch with print and online advertising as well as an aggressive trial and couponing campaign, including in-store sampling, a Catalina coupon program, direct mail, and local marketing events through Mambo Sprouts. In addition, members of the Seventh Generation Nation, the company's free online community site, will receive free trial and coupon offers. A national FSI coupon offer is set for Earth Month in April.

About Seventh Generation

Seventh Generation is committed to being the most trusted brand of household and personal-care products for your living home. Our products are healthy and safe for the air, the surfaces, the fabrics, the pets, and the people within your home -- and for the community and environment outside of it. Seventh Generation also offers products for baby that are safe for your children and the planet.

The company derives its name from the Great Law of the Iroquois Confederacy that states, "In our every deliberation, we must consider the impact of our decisions on the next seven generations." Every time you use a Seventh Generation product you are making a difference by saving natural resources, reducing pollution, keeping toxic chemicals out of your home and the environment and making the world a safer place for this and the next seven generations.

For information on Seventh Generation cleaning, paper, baby and feminine personal care products, to find store locations, and explore the company's website visit www.seventhgeneration.com. To read more about Seventh Generation's corporate responsibility, visit the Corporate Consciousness Report at: www.seventhgeneration.com/corporate-responsibility/2008.

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