SC Johnson takes green steps with expanded Mini concentrated cleaners line

RACINE, Wis. — SC Johnson has expanded its Mini line of concentrated cleaners, which are designed to help consumers make a greener refilling choice.

The Mini line, which now includes Fantastik, Pledge, Scrubbing Bubbles, Shout and Windex, builds on the company's concentrated refill pilot last July. The pilot included the launch of Windex Mini, which was "designed to create dialogue, engage consumers about the green choice concentrates can offer and kick-start a concentrate revolution," SC Johnson said, adding that concentrated refills have the potential to save millions of pounds of plastic from ending up in landfills nationwide. All of the items in the line already are produced with 50% post-consumer-recycled content, while the Scrubbing Bubbles trigger bottle is made with 30% post-consumer-recycled-content.

Along with the line of concentrates, SC Johnson launched its new Green Choices Marketplace, an online store that offers consumers the opportunity to purchase any of its concentrate brands.

“We’ve been working to crack the code on what would make concentrated refills a more popular choice,” SC Johnson chairman and CEO Fisk Johnson said. “Now we’re adding improvements that reflect the feedback we’ve heard from Windex Mini users and move us closer to an option that we hope will create greater demand for these products. The resource savings with refills are hard to deny, and that’s something we really want to communicate and encourage.”