Clorox Green Works selling to tune of $40M

By Dan Estabrook - October 13, 2008 While it's only been on supermarket shelves for 8 months, Clorox's line of green cleaners - Green Works - is on track to set first-year sales of $40 million.  This news is good for green business, and even better, the products are luring customers away from traditional cleaning products rather than competitors Seventh Generation and Method.  The business world is viewing Green Works as an example of a large consumer products company sucessfully entering the green market. Consumer analysts are saying that the products have actually grown the natural cleaner category -- which means that the Clorox brand is strong enough to convince traditional users to switch.  Clorox has grown more agressive in placing itself in the green market.  Last November, it acquired Burt's Bees for $913 million.  Burt's Bees produces beeswax-based body care products. Clorox's entry into the green space has not only avoided hurting Seventh Generation and Method, it actually has helped them.  Seventh Generation has seen a 335% increase of sales in the past year and Method has met a 13% increase as well. One would hope that as other well-known brands enter the space, it will pave the way for even more green products in our households. Read more here.