Frosch (brand)

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Frosch is a trademark for cleaning and care agents made by the Mainz-based company Werner & Mertz GmbH. Introduced in 1986, the brand family comprises over 80 products, including multi-purpose cleaning agents, scouring agents, glass cleaners, special cleaners, toilet cleaners, dishwashing liquid and laundry detergents. Hand soaps, shower gel and air fresheners are new additions to the portfolio. By launching Frosch, the company complemented its current product portfolio (including Erdal) by adding a brand with a clear focus on ecological aspects in addition to efficiency. The brand is the company's largest source of revenue. Werner & Mertz also engages in sustainability drives under its own name. Surveys by Reader's Digest indicate that Frosch is – from a consumer perspective – among the most trustworthy brands. Werner & Mertz generated revenues of €455 million in 2019 and is forecast to reach €525 million in 2020.