Burt's Bees CEO John Replogle believes the company's sale to Clorox makes a lot of sense.
"The consumer is going natural. Natural is becoming mainstream," he told The Associated Press. "We're just moving with the consumer to make our natural products available to them in the places they typically shop."
While Burt's Bees will become part of a CPG powerhouse's brand portfolio once the deal is complete, the company is not looking to turn its back on its natural products past. Burt's Bees will continue to be run as a "semi-independent" operation from its North Carolina home.
Mr. Replogle believes that the distribution power of Clorox will enable it to find more space in stores in the U.S. and also abroad.
Clorox sees Burt's Bees continue to grow as consumers place increasing emphasis on health, wellness and the environment.
"We believe that this business will continue to benefit from those tailwinds for years to come as more consumers adopt these lifestyles," said Beth Springer, Clorox's executive vice president for strategy and growth.
Discussion Question: How will being owned by Clorox affect the Burt's Bees business?