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ALEN USA

Houston, TX 77040
United States
Press Releases
Art of Green Household Cleaning Products Combine Eco-friendly Affordability and Performance

AlEn USA Mainstreams Nature-Based Household Cleaners;

Natural Products Expo West Booth #H-400

HOUSTON, TX (February 14, 2020) – Art of Green® Multipurpose Cleaners bring two major cleaning product innovations to Natural Products Expo West 2020 – affordability and performance.

“We’re setting the standard for “green for all” in the household cleaning aisle,” said Tanu Grewal, Vice President of Marketing for AlEn USA. “We set out to develop a green, affordable household cleaning line that performs as well as mainstream cleaners, and national retailers and consumers are taking note.”

On February 6, 2020, Art of Green was named the #1 2020 “Product of the Year” winner in the inaugural Green Cleaning category by Product of the Year USA – the national’s largest consumer-voted award for product innovation. The Product of the Year award is backed by the votes of more than 40,000 consumers through an online study conducted by Kantar, a global leader in consumer research. According to Kantar, 44% of shoppers are more likely to buy a product that is recommended by a group of consumers.

Affordability and performance are key for widespread natural product adoption.

A recent Mintel consumer study says that cost parity is essential if green brands are to transcend niche status. It also found that consumers, especially among the mainstream, believe most natural products don’t perform well and therefore, are not willing to pay more.

Grewal said the mainstream consumer isn’t willing to spend more for green products. “AlEn’s internal market research found that consumers believe green products are focused on ingredients rather than cleaning power. Consumers, especially the value shopper, want affordability and effectiveness with their green cleaners.”

The green category is growing, with 4.7 million consumers purchasing green products for only one year or less and 56 percent of all U.S. primary household shoppers purchasing natural and organic products in at least one category, according to a recent Kantar Retail study[1].

The Art of Green ® product line offers consumers an affordable and high-performing natural cleaning alternative that is priced for everyday use. The line’s MSRP is below that of other household cleaners in the natural and organic category while competitively priced against mainstream cleaners containing chemicals like bleach. Art of Green is 98-percent naturally derived and available in three product formats: a 22-ounce multipurpose cleaning spray, 35-count multipurpose wipes and 28-ounce concentrated pourable refill.

Key product benefits for Art of Green include:

  • Tough on dirt, grease and grime
  • Non-toxic formula
  • Not tested on animals
  • Hypoallergenic and dermatologically tested formula – safe for sensitive skin
  • Safe to use around children and pets
  • Made with natural essential oils that provide a pleasant aroma
  • USDA-certified Bio-based product
  • Spray and Pourable Bottles made with 100% post-consumer recycled materials
  • Available in two scents: Lavender Eucalyptus and Citrus and White Flowers

AlEn USA is also committed to sustainable environmental practices for producing Art of Green® and many of its household cleaning products. With the plantations in South Mexico, AlEn sustainably grows its own high-quality raw materials, without imports or deforestation, by planting millions of pine and palm trees.

For more information, visit www.artofgreen.com or connect with Art of Green on Facebook and Instagram.

About AlEn USA

Headquartered in Houston, Texas, AlEn USA is a subsidiary of Industrias AlEn, S.A. de C.V., a leading global cleaning and laundry products company with market leadership in Mexico, Central America and the Caribbean. With more than 6,000 employees globally, Grupo AlEn has been striving for a cleaner and more sustainable world for nearly 70 years.

In the U.S., AlEn’s portfolio of products includes bleach, cleaners, powder detergent, liquid laundry detergent and fabric softeners and brands CLORALEN®, PINALEN®, ENSUEÑO® and ART OF GREEN®. One of the few consumer goods products companies based in Houston, AlEn USA is committed to continued growth and innovation of its products in the U.S., supporting a culturally diverse workforce and maintaining socially responsible and environmentally friendly business practices.

For more information, visit www.alenusa.com.

 

[1] Sources” Mintel Natural Products Consumer/June 2019 & Kantar Retail ShopperScape Ò2017

Art of Green Household Cleaning Products Win 2020 “Product of the Year” Award

Wins in First Green Cleaning Category; Featured at Natural Products Expo West

Booth #H-400

HOUSTON, TX (February 14, 2020)AlEn USA, a household cleaning and laundry products company, is pleased to announce that its new line of eco-friendly Art of Green® Multipurpose Cleaners has been named the 2020 “Product of the Year” winner and #1 in the inaugural Green Cleaning category by Product of the Year USA, the nation’s largest consumer-voted award for product innovation.

The Art of Greenproduct line offers consumers an affordable and high-performing natural cleaning alternative that is priced for everyday use and competitively against mainstream cleaners. Art of Green is 98% naturally derived and available in three product formats: a 22-ounce multipurpose cleaning spray, 35-count multipurpose wipes and 28-ounce concentrated pourable refill.

Operating in 42 countries, the Product of the Year award is backed by the votes of more than 40,000 consumers through an online study conducted by Kantar, a global leader in consumer research. According to Kantar research, 44% of shoppers are more likely to buy a product that is recommended by a group of consumers.

“We are honored that Art of Green has been named the ‘Product of the Year’ winner in the first ever Green cleaning category,” said Tanu Grewal, Vice President of Marketing for AlEn USA. “We’re setting the standard for “green for all” in the household cleaning aisle by offering a green, affordable household cleaning line that performs like mainstream cleaners, and consumers are taking note.”

The green category is growing, with 4.7 million consumers purchasing green products for only one year or less and 56% of all U.S. primary household shoppers purchasing natural and organic products in at least one category, according to a recent research[1].

Key product benefits for Art of Green include:

  • Tough on dirt, grease and grime
  • Non-toxic formula
  • Not tested on animals
  • Hypoallergenic and dermatologically tested formula – safe for sensitive skin
  • Safe to use around children and pets
  • Made with natural essential oils that provide a pleasant aroma
  • USDA-certified Bio-based product
  • Spray and Pourable Bottles made with 100% post-consumer recycled materials
  • Available in two scents: Lavender Eucalyptus and Citrus and White Flowers

Beginning this month, the distinct red “Voted Product of the Year” logo will be added across all Art of Green’s marketing channels, including product packaging, advertising, promotions, social media platforms, and the brand website to help consumers quickly identify this valuable new designation.

For more information, visit www.artofgreen.com or connect with Art of Green® on Facebook and Instagram.

About AlEn USA

Headquartered in Houston, Texas, AlEn USA is a subsidiary of Industrias AlEn, S.A. de C.V., a leading global cleaning and laundry products company with market leadership in Mexico, Central America and the Caribbean.

With more than 6,000 employees globally, Grupo AlEn has been striving for a cleaner and more sustainable world for nearly 70 years.

In the U.S., AlEn’s portfolio of products includes bleach, cleaners, powder detergent, liquid laundry detergent and fabric softeners and brands ART OF GREEN®, CLORALEN®, PINALEN®, ENSUEÑO® and ENSUEÑO NATURALS®. One of the few consumer goods products companies based in Houston, AlEn USA is committed to continued growth and innovation of its products in the U.S., supporting a culturally diverse workforce and maintaining socially responsible and environmentally friendly business practices.

For more information, visit www.alenusa.com.

About Product of the Year

Product of the Year is the only consumer product award that rewards innovation and is voted on by real consumers. Established 29 years ago in France, POY currently operates in 42 countries with the same purpose: Guide consumers to the best products in their market and reward manufacturers for quality and innovation. Backed by the votes of 40,000 consumers, the distinct red POY logo serves as a shortcut for shoppers in the supermarket, saving them time and money.

 

[1] Sources” Mintel Natural Products Consumer/June 2019 & Kantar Retail ShopperScapeÒ 2017

Ensueño Naturals Fabric Softener Combines Plant-based Technology with Eco-friendly Aroma and Affordability

AlEn USA Continues To Provide Green Innovations;

Natural Products Expo West Booth #H-400

HOUSTON, TX (DATE)AlEn USA is bringing innovation to the laundry products aisle with a new plant-based fabric softener that is safe for sensitive skin while still providing the long-lasting fragrance and freshness consumers crave. Ensueño Naturals® is one of AlEn USA’s featured products at the Natural Products Expo West show Booth #H400.

“People use fabric softeners for two reasons: for long-lasting scent and softer laundry,” said Tanu Grewal, Vice President of Marketing for AlEn USA. “However, consumers with sensitive skin issues have had to give that up when they use the current “green” fabric softeners on the market because they lack a pleasant aroma. Ensueño Naturals® is a new alternative for people who want a fabric softener with an extraordinary fragrance because it combines plant-based ingredients and natural extracts for fresher and softer laundry.”

Mintel research[i] found that around that 22 percent of households with children are concerned about the safety of scents, and 18 percent worry they will have an allergic reaction to certain fragrances. AlEn’s internal market research also found that 76 percent of consumers prefer products that are safe for their skin. “Our value proposition of dermatologically-tested, safe for sensitive skin, and pleasant aroma in every wash is relevant for consumers today,” said Grewal.

Consumers are becoming more conscious about the products they buy and use and how they impact the environment according to Mintel research[ii]. Ensueño Naturals® offers an affordable and high-performing natural laundry alternative that is priced for everyday use.

A further benefit, the product’s MSRP is below that of fabric softeners in the natural and organic category, while competitively priced against mainstream softeners containing chemicals and dyes. Ensueño Naturals® is available in 45-ounce pourable bottles and currently in select stores in California with an eye towards national distribution during 2020.

Key product benefits of Ensueño Naturals® include:

  • Plant-based formula that is non-toxic
  • Hypoallergenic and dermatologically tested formula – safe for sensitive skin
  • Made with natural essential oils that provide a pleasant and long-lasting aroma
  • USDA Bio-based Certification
  • Not tested on animals
  • Pourable Bottles made with 80% post-consumer recycled materials making the bottles recyclable
  • Available in three scents: Argan + Orange Blossom; Fresh Bamboo and White Jasmine

AlEn USA is committed to sustainable environmental practices for producing its household laundry and cleaning products Ensueño Naturals® and Art of Green® Household Cleaners.  AlEn sustainably grows its own high-quality raw materials, without imports or deforestation, by planting millions of pine and palm trees on company-owned plantations in southern Mexico.

For more information, visit www.alenusa.com.

About AlEn USA

Headquartered in Houston, Texas, AlEn USA is a subsidiary of Industrias AlEn, S.A. de C.V., a leading global cleaning and laundry products company with market leadership in Mexico, Central America and the Caribbean. With more than 6,000 employees globally, Grupo AlEn has been striving for a cleaner and more sustainable world for nearly 70 years.

In the U.S., AlEn’s portfolio of products includes bleach, cleaners, powder detergent, liquid laundry detergent and fabric softeners and brands CLORALEN®, PINALEN®, ENSUEÑO® and ART OF GREEN™. One of the few consumer goods products companies based in Houston, AlEn USA is committed to continued growth and innovation of its products in the U.S., supporting a culturally diverse workforce and maintaining socially responsible and environmentally friendly business practices.

For more information, visit www.alenusa.com.

 

[i] Mintel Home Laundry Products U.S. 2016

[ii] Mintel GNPD

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