Clorox’s Purchase Of Burt’s Bees Confirms Arrival Of Naturals To Mainstream
This article was originally published in The Rose Sheet
Clorox's acquisition of Burt's Bees is the latest example of a consumer products giant zeroing in on a small natural products company in order to hitch a ride on a trend that increasingly is infiltrating the mass market, research firm Kline and Company says
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P&G, Church & Dwight and Clorox executives say firms are looking to add brands to portfolios. P&G's developing assets through a brand creation project; C&D seeks top brands, largely in non-US markets; and Clorox looks for opportunities in select ‘spaces’ in US health, wellness and personal care.
Clorox and Procter & Gamble embarked on a strategic licensing partnership to market Burt’s Bees toothpastes, available now in mass retail doors. Billed as simple formulas for adults and kids, with or without fluoride, the line marks the third swing at toothpaste for the iconic natural brand.