Unilever has announced that it is buying Seventh Generation, a Vermont-based cleaning products and personal care company that bills itself as an environmentally-friendly alternative to its CPG rivals.
While terms of the deal were not disclosed, Unilever stated that Seventh Generation brought in more than $200m in revenue last year.
The announcement comes amid speculations that Unilever is prepping to buy Honest Company, which was co-founded by Jessica Alba in 2011 and sells natural diapers, cleaning products & personal care items.
According to Unilever, Seventh Generation has a “comprehensive product portfolio and a distribution network covering the ‘natural’ category in grocery, mass merchandise and e-commerce channels.”
“Seventh Generation has long been a disruptor in the US marketplace, leading the industry in sustainable innovation while attracting new generations of conscious consumers,” said Nitin Paranjpe, president of Unilever’s home care business, in a statement. “This addition to Unilever’s product portfolio will help us meet rising demand for high-quality products with a purpose.”
Since April, actress and comedian Maya Rudolph has been serving as a spokesperson for Seventh Generation. In a campaign created by 72andSunny, Rudolph makes fun of the harsh dyes and smells that can be found in common household cleaning products while touting Seventh Generation’s “natural products that really clean.”