Frosch (brand)
Cleaning trademark of the German company Werner & Mertz
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.
History
Werner & Mertz registered the "Frosch neutral soap cleaner" in April 1986 as the first phosphate-free household cleaning agent. Frosch products advanced from a market niche to become German market leaders for household cleaners in the 1990s, but surrendered this position in 1999 after competitors started to use environmental messaging in their advertising, while Frosch discontinued its own advertising for six years. The company regained market primacy in 2000 and 2001 after investing €6.1 million in an advertising campaign.
“Frosch (brand)” enters the record as cleaning trademark of the German company Werner & Mertz. Crown Archives preserves that source wording while asking what Frosch, brand and Cleaning can confirm, complicate or overturn.
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“Frosch (brand)” is worth following because a concise public description often conceals a longer documentary argument. Here, Frosch, brand and Cleaning provides the most credible route into that argument.
Contemporary correspondence, administrative files and participant testimony can test how later narratives organized the event or institution. The source revision retrieved here is dated Sep 9, 2026. The linked authority identifier is Q1470359. 2 of 2 selected statements include explicit references; 0 carry qualifiers and 0 use preferred rank. The first chronological checks are 1986, 2019, 2020 and 1999.
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This entry incorporates text from “Frosch (brand)” on English Wikipedia. Contributors are listed in the page history. Text is available under the Creative Commons Attribution-ShareAlike 4.0 License. Selected authority identifiers and statements are retrieved from Wikidata under CC0; their references and qualifiers remain part of the verification path.