• Financial Times, Friday, June 12, 2009 10:48 AM

Clorox is launching a super-premium, plant-based "natural" laundry detergent, Jonathan Birchall reports, that underscores marketers continuing rollout of relatively expensive green products despite the recession. It will cost about 10% more than traditional liquid detergents.

"We still think about 15 to 25% of consumers are still very focused on eliminating chemicals from their home," says Clorox CEO Don Knauss. "And we still think that despite the recession there is a pretty robust group of people that still use green as a clear decision maker."

The product will be part of Clorox' Green Works brand. The label, launched nationally 18 months ago, has more than $100 million in annual sales in the U.S., and accounts for almost half the total market for equivalent home cleaning products.

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