Bleach. Cat litter. Garbage bags. While many of Clorox's core products haven't won over environmentally-conscious customers, the company...

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Bleach. Cat litter. Garbage bags. While many of Clorox’s core products haven’t won over environmentally-conscious customers, the company is working to change that with a new “megatrends” strategy. It seeks to expand four product lines: ones devoted to health and wellness, environmental sustainability, convenience and multiculturalism.

Clorox hopes the new plan will shore up growth. It has increased annual revenues by only 36 percent over the past decade, and its share price has struggled.

Clorox is willing to pay up for that growth. In October, it agreed to purchase Burt’s Bees for $925 million, more than five times the natural beauty company’s expected 2007 revenue, and a rich price, according to many analysts.