Jelmar rebranding popular CLR product line

CHICAGO -- The manufacturer of some of the most popular household cleaning products in the United States is rebranding one of its leading product lines.

Jelmar, the maker of CLR and Tarn-X, is overhauling its CLR line to better connect with consumers through redesigned packaging that fully showcases the product's function and better communicates Jelmar's brand purpose.

Updated packaging will aim to highlight the company's dedication to creating environmentally friendly formulas in partnership with the EPA. In addition, all products will feature a "Women-Owned" logo, spotlighting Jelmar's status as a woman-owned and operated business.

"CLR is a brand with a strong history and a loyal consumer base," said Alison Gutterman, CEO and president of Jelmar. "But we felt it was time to show consumers what the company behind the cleaning products stands for—Jelmar is all about family, preserving the environment and empowering women. We wanted our treasured customers to know that not only are they investing in products that work, but also a company that reflects and shares their goals and beliefs as well."

Jelmar says it is implementing the packaging update across the products in the CLR line, including CLR Calcium, Lime & Rust Remover, CLR Bath & Kitchen Cleaner, CLR Mold & Mildew Stain Remover and CLR Septic System Treatment. The updated packaging is hitting store shelves now.