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A trusted eco-savvy German household cleaning brand is now available in America.
By: Christine Esposito
A German favorite, the award winning Frosch brand of household cleaning products, is trying to win over eco-conscious consumers here in the US.
The brand—which is owned by Werner & Mertz, Mainz, Germany—has been certified by the Cradle to Cradle process since 2013. Sold in some 50 countries, it came stateside last July via Ezzi Imports, a Brooklyn, NY-based company.
Brooklyn seems to have its fingers on the pulse of what’s hip and cool these days. But Ezzi co-founders Benjamin Ezra and Isaac Sutton contend Frosch has what it takes to be more than a passing presence. In fact, it was the first company in the cleaning industry in Europe to receive Cradle to Cradle Certified Gold for its Frosch Citrus Shower & Bath Cleaner.
Recently, the firm was bestowed with the Cradle to Cradle Product Innovator Award, which recognizes companies that manage their production in closed loops to the Cradle to Cradle principle in order to achieve maximum sustainability.
Frosch Lemon
Frosch’s full product line spans more 50 SKUs across multiple categories from general purpose to dish to laundry to bath and kitchen to air freshener. One of its very first products—its PH Neutral Universal Cleaner—remains one of its most popular in Europe. Rolled out in 1986, the formulation (available in orange and lavender scents) can be used for floor cleaning, hand washing and laundry.
According to the company, the multi-use formulation (offered in lavender in the US) has also been faring well. In addition, Frosch’s Lemon Toilet Bowl Cleaner is “developing a bit of a cult following over here,” said Ezra.
For the US market, Ezzi has an initial assortment of 13 Frosch products, but the goal is to expand the line regularly, according to Ezra. For now, the firm also offers products such as Baking Soda All Purpose Cleaner, Bio Spirit Glass Cleaner, Grapefruit Kitchen Cleaner, Lavender Sanitizing Cleaner, Lemon Cream Cleaner and Lemon Shower and Bathroom Cleaner Spray.
“A fundamental ethos of the Frosch brand is that in order to maximize your environmental impact, you have to make products that satisfy the needs of the mainstream customer,” explained Sutton. “You could have the most gentle cleaning products in the world, but if your performance only appeals to niche customers, then your potential impact has a defined ceiling, and it’s a pretty low one.”
Less than positive experiences with other eco cleaning lines have forced some consumers to go back to more traditional chemistry, and Frosch is trying to bring those users back to the fold.
“What we have found is that there are a lot of people who like the idea of environmental cleaning products, but they have had less than compelling experiences in the past and have guiltily gone back to mainstream cleaning brands. There is a palpable sense of relief because they have a found a brand that works and which they can also feel good about using,” said Ezra.
The pair contends the brand’s German heritage will serve as a point of departure.
“The German angle is one that many customers find quite compelling. There is the perception that German engineering and German environmental diligence is second-to-none. For Frosch to be voted ‘Germany’s Most Trusted brand’ for 15 years running definitely says something about the company’s stature in a culture that is already quite stringent in terms of performance and green considerations,” Sutton noted
Frosch is currently available on Amazon.com. Company officials told Happi.com that they are exploring other online marketplaces and are “considering some exciting options on the brick and mortar side.”
Happi is the leading media company covering the global personal care, household and industrial and institutional cleaning market.
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