Clorox's Purchase Of Burt's Bees Confirms Arrival Of Naturals To Mainstream

摘要

Clorox's acquisition of Burt's Bees is the latest example of a consumer products giant zeroing in on a small natural products company in order to hitch a ride on a trend that increasingly is infiltrating the mass market, research firm Kline and Company says. Clorox announced Oct. 31 that it will purchase Burt's Bees for "925 million net of an additional 25 million payment for anticipated tax benefits." The transaction is expected to close at the end of the calendar year, the firm says.