Clean as a Whistle

Plant-based household cleaners are in bloom. Ecologically sound offerings that use natural substances as their active ingredients, rather than synthetic chemicals, are gaining a foothold in traditional grocers' cleaning aisles. The category, which has long been dominated by small players whose authenticity appeals to early adopters, now includes widely distributed green offerings from brands that

Plant-based household cleaners are in bloom.

Ecologically sound offerings that use natural substances as their active ingredients, rather than synthetic chemicals, are gaining a foothold in traditional grocers' cleaning aisles.

The category, which has long been dominated by small players whose authenticity appeals to early adopters, now includes widely distributed green offerings from brands that catch the eye of mainstream shoppers.

Last December, Clorox put its marke

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