Household goods giant Unilever (ULVR) will be hoping to clean up with its latest purchase aimed at attracting younger, environmentally-conscious consumers.
The company has bought Vermont-based Seventh Generation, which manufactures plant-based detergents and household cleaners. The business turned over $200m in 2015 and has seen double-digit compound annual growth in the past 10 years.
Unilever's Nitin Paranjpe, president of the home care business, said Seventh Generation had been a "disruptor" in the US marketplace and led the industry in sustainable innovation, while "attracting a new generation of conscious consumers".
The deal comes as rumours grow about another mooted purchase by the dual-headquartered company of Honest Co, the natural nappy and baby care company launched by actress Jessica Alba.
It also comes hot on the heels of its purchase of Dollar Shave Club, another disruptive company whose comedy-based marketing campaign - and low-cost razors - had attracted shavers away from traditional brands.
Terms of the Seventh Generation deal were not disclosed and it is subject to customary regulatory approvals.
