Jan. 14, 2008 - Clorox, which snapped up Burt's Bees last November as part of a strategic push into the green-cleaning market, has launched its Green Works brand of natural cleaning products. Clorox is putting its considerable marketing muscle behind the brand, the first line of natural cleaners with national distribution.

The company says it hopes the Green Works products, priced from $2.99 to $3.39, will help "move natural cleaning into the mainstream" with a combination of performance and affordability. "Many natural cleaners are double the price of traditional brands [that] in the end do not clean well," says Green Works brand manager Matt Kohler.

Billed as "99% natural," Green Works products are biodegradable, non-allergenic, and come packaged in recyclable bottles. (View the brand's dedicated website here.)

Beginning in April, Green Works product labels will carry the Sierra Club logo as part of a co-branding initiative.