OxiClean, the stain remover line that started with a laundry treatment then spread to include other household cleaning goods, now will be seen on pool and spa product shelves.
Church & Dwight Co., which owns the OxiClean brand, has licensed it to specialty pool and spa chemical producer NC Brands, formerly called Natural Chemistry.
“There’s tremendous synergy between the OxiClean name and results, which will tie nicely with high-performance products designed to keep pools and spas stain-free and sparkling clean,” said Mark Munford, CEO of NC Brands, based in Norwalk, Conn.
So far, the company has rolled out six pool and spa products, which are currently being distributed by PoolCorp and are available to retailers. The lineup includes four pool products and two spa products.
By spring, NC Brands plans to introduce chlorine-free sanitizers,oxidizers and other maintenance products with the OxiClean name.
Munford expects the new line to help brick-and-mortar retailers differentiate themselves from web-based competitors and big-box stores.
“Our consumer research shows a real interest and demand for effective chlorine-free pool and spa products,” he said. “Working with Church & Dwight to introduce this household brand name to our industry will help ensure the success and profitability of brick-and-mortar retailers, which are the backbone of our industry.
NC Brands changed its name from Natural Chemistry in 2016 to reflect its acquisitions and expanding brands, which include Natural Chemistry, SeaKlear, AquaPill, PRO SERIES and Red Leopard.
