Jan. 15, 2009 - Clorox's green gamble appears to be paying off: A year after the company launched its Green Works line of natural cleaning products, the brand has established itself as a leader in the category, capturing 42% market share.

The company’s strategic move into natural products, which kicked off in 2007 with the acquisition of Burt’s Bees, has proved well timed. The consumer market for natural cleaning products has doubled since Green Works launched, according to Clorox.

The Green Works line now includes eight products. The brand’s latest addition, Natural Biodegradable Cleaning Wipes, has been recognized by the U.S. Environmental Protection Agency for green chemistry and carries EPA's “Design for Environment” certification logo.