Walmart’s new green brand may have Clorox seeing red

The five year old Green Works brand from Clorox is facing new competition on the natural products front following the launch of Walmart’s Great Value Naturals cleaning products.

Walmart said the introduction of Great Value Naturals furthers its commitment to making eco-friendly products more accessible and affordable and will be available in more than 2,000 stores and online.

Clorox introduced its Green Works brand in early 2008 and the line was prominently featured in Walmart promotional vehicles at the time.

"The launch of Great Value Naturals is an important step in making green cleaning habits an affordable option for millions of consumers," said Al Dominguez, Walmart’s vp/dmm of household paper goods and chemicals. "Many consumers have the perception that all-natural cleaners are more expensive and don’t work as well as traditional cleaning products. Great Value Naturals addresses those concerns by combining affordability, performance and care for the environment."

The products are made using a plant-based, all-natural cleaning technology branded as Evolve that manufacturer Agaia contends is the first all-natural cleaning technology lab-tested to achieve results at levels of efficacy previously seen only through the use of petroleum-based cleaners, detergents, degreasers and solvents. The technology effectively captures and breaks down soils, grease, grime and odor-causing bacteria without leaving harmful residues or irritants behind on skin, surfaces or the environment, according to the company.

"As the first green technology to match the potency of chemical cleaners, products with Evolve-based technology deliver a level of clean that consumers often notice after a single use," said Agaia CEO Benjamin Shell. "It's no longer necessary to sacrifice the familiar strength of traditional cleaners to have a toxic-free environment at home. With products made from Evolve-based technology, consumers get the best of both worlds – superior cleaning and all-natural safety – for the first time."

The Great Value Natural lines includes a 100 ounce bottle of liquid laundry detergent for $8.97, a 32 ounce bottle of multi-surface clearner for $2.47, a 32 ounce glass and window clearner for $1.98 and a 75 ounce dishwasher gel for $3.97.