SunBrite
SunBrite manufactures super-concentrated, non-toxic, biodegradable cleaning products under a proprietary formula unchanged since 1978, selling directly to consumers, commercial accounts, and distributors across the U.S., Canada, and Mexico.
- Company typePrivate
- Founded1978
- HeadquartersGreen Bay, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What SunBrite does
SunBrite is a U.S.-based manufacturer of specialty green cleaning products, founded in 1978 in the Pacific Northwest and currently owned and operated by VP Specialty Products Inc., a veteran-owned family company headquartered in Manitowoc, Wisconsin. The company's core technology is a proprietary, water-based, super-concentrated biodegradable cleaning formula that has remained unchanged for over 40 years and is validated by third-party laboratories. One pint of concentrate yields up to 11 quart bottles of heavy-duty cleaner, and the line has expanded to include a ready-to-use Industrial Strength Cleaner (introduced 2001) plus specialty variants for carpet, oven/grill, and kitchen applications.
The product portfolio targets both commercial and residential end markets, with named use cases spanning restaurants, hotels, government facilities, auto dealerships, farms, marinas, boutiques, daycares, and individual households. SunBrite operates a multi-channel go-to-market: direct-to-consumer e-commerce via its own website, wholesale/bulk ordering for commercial accounts, and a distributor network with no minimum purchase requirements. Pricing is structured as one-time unit purchases across pint, gallon, and five-gallon SKUs, with volume discounts at the case level. Distribution extends across the United States, Canada, and Mexico, supported by a 1-10 employee operation. The company has cumulatively sold over one million units, with no institutional capital, no disclosed revenue, and no recent M&A activity.
SunBrite firmographics
Firmographics- Name
- SunBrite
- Legal name
- VP Specialty Products Inc.
- Website
- https://sunbritecleaner.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SunBrite manufactures super-concentrated, non-toxic, biodegradable cleaning products under a proprietary formula unchanged since 1978, selling directly to consumers, commercial accounts, and distributors across the U.S., Canada, and Mexico.
- Ownership category
- akta.pro rank
SunBrite industry classification
Industry- Product category
- Specialty Green Cleaning Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)
- akta.pro secondary industries
- Concentrated All-Purpose Cleaners (Dilutable) (CRAJAMAH), Heavy-Duty/Industrial-Strength All-Purpose Cleaners (Consumer) (CRAJAMAG)
Keywords
Where SunBrite is headquartered
LocationHeadquarters
- HQ city
- Green Bay
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SunBrite business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Direct E-commerce Sales: SunBrite operates a direct-to-consumer e-commerce store selling cleaning products at various sizes (pint units, gallon buckets, five-gallon units) and bundles. Products include concentrated cleaners, industrial strength liquids, carpet cleaners, and accessories. Customers purchase online with products shipped directly to them.
- Wholesale and Bulk Orders: SunBrite offers wholesale pricing for larger orders including bulk cases (24 pint case, 72 pint cases with free shipping). This channel targets commercial customers, distributors, and businesses requiring larger volumes at discounted per-unit pricing.
- Distributor Sales: SunBrite recruits and supports distributors to resell products. Distributors can purchase without minimum requirements and receive customized sales plans. This extends market reach to commercial and industrial customers through established distribution networks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pint Unit - Entry level single bottle purchase |
| Unit Pricing | Pay-as-you-go | Gallon Unit - Mid-volume option |
| Unit Pricing | Pay-as-you-go | Five Gallon Unit - High-volume commercial option |
| Unit Pricing | Pay-as-you-go | Industrial Strength Cleaner - Ready-to-use liquid |
| Unit Pricing | Pay-as-you-go | Wholesale Bulk - Maximum volume discount |
| Unit Pricing | Pay-as-you-go | Accessories - Add-on items |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
SunBrite product offering
Product offeringCore offering
SunBrite manufactures and sells biodegradable, non-toxic, water-based specialty cleaning products for residential, commercial, and industrial use. The portfolio is anchored by the original 1978 Concentrated All Purpose Cleaner (one pint dilutes into up to 11 quart bottles of heavy-duty cleaner) and the Industrial Strength Ready-to-Use liquid cleaner. Supporting offerings include Carpet & Rug Cleaner, Oven/Grill/Kitchen Cleaners, and cleaning accessories, all sold via a direct e-commerce storefront, wholesale/bulk ordering, and a distributor network.
Product overview
SunBrite manufactures specialty green cleaning products as a single product line with core formulations and ready-to-use variants. The portfolio centers on two foundational products: the Concentrated All Purpose Cleaner (original since 1978, available in pint/gallon/five-gallon units, makes 11 bottles per pint) and the Industrial Strength Cleaner (ready-to-use liquid introduced 2001). Supporting offerings include Carpet & Rug Cleaner, Oven/Grill/Kitchen Cleaners, Accessories (spray bottles, microfiber towels, terry cloth towels, scrub sponges), and Wholesale/Bulk Order options. All products share a common non-toxic, biodegradable, water-based formula that is safe on washable surfaces and versatile across multiple cleaning applications from industrial to residential use. The company also features a rotating selection of popular items and discounted deals through its Featured Products section.
Differentiator
Problem solved
Functional benefit
Products and services
- Concentrated All Purpose Cleaner The flagship super-concentrated green cleaning product introduced in 1978. One pint unit dilutes to make up to 11 quart bottles of heavy-duty cleaner; one gallon yields up to 14 gallons. Non-toxic, biodegradable, and safe on virtually any washable surface including carpets, grills, ovens, upholstery, clothing, tile, engines, and machinery. Available in pint, gallon, and five-gallon units.
- Industrial Strength Cleaner (Ready-to-Use Liquid) Ready-to-use heavy-duty degreaser and stain remover requiring no mixing. Water-based, non-abrasive, and safe on industrial machinery, commercial appliances, and virtually any washable surface. Cuts through tough grease, grime, oil, and stubborn stains without masks or gloves. Sold in 22 oz bottles and case configurations.
- Carpet & Rug Cleaner Specialty carpet and rug cleaning solution for spot cleaning or shampooing entire rooms in both commercial and residential high-traffic areas. Non-toxic formula lifts and removes stains rather than burying them.
- Oven, Grill & Kitchen Cleaners Specialty cleaners for commercial and residential kitchen appliances. Cuts through heavy-duty grease and grime on ovens, grills, Weber, pots, pans, ranges, fryers, and BBQ equipment. Multi-surface formula safe on stainless steel, aluminum, tile, plastic, and other washable surfaces.
- Cleaning Accessories Supporting cleaning supplies including 22 oz spray bottles, microfiber towels (with 90,000 microfibers per square inch), premium terry cloth towels, and Scotch-Brite heavy duty scrub sponges. Available as add-on items with product orders.
- Wholesale/Bulk Orders Bulk purchasing program for commercial, industrial, and wholesale customers. Includes multi-case deals with free shipping, ten-bottle cases of Industrial Strength Cleaner, and bulk concentrate orders (24-pint cases, 72-pint cases). Discounted pricing for larger volume purchases.
- Featured Products Rotating storefront section of popular and discounted products including gallon units of Concentrated Professional Strength Cleaner, multi-pint packs, and special deal pricing.
Quantifiable outcome
- One pint makes up to 11 quart bottles of heavy-duty cleaner when diluted
- +3 more outcomes
Companies that use SunBrite
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
SunBrite technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
SunBrite partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
SunBrite competitors and assessment
Company assessmentDirect peers
- Simple Green: Simple Green is a direct competitor offering a line of concentrated, non-toxic, biodegradable all-purpose and industrial cleaners sold to both commercial and consumer channels. Its product positioning around safety and dilution economics closely mirrors SunBrite's value proposition.
- Seventh Generation: Seventh Generation is a leading brand of plant-based, non-toxic household and commercial cleaning products. It competes head-to-head with SunBrite in green all-purpose cleaners and is sold across mass retail and B2B channels.
- Better Life: Better Life manufactures plant-derived, non-toxic all-purpose, kitchen, and bathroom cleaners for consumer retail. It competes with SunBrite on the same green/safe positioning and concentrates on natural ingredients and EWG verification.
- Biokleen: Biokleen manufactures concentrated, biodegradable household and commercial cleaners with a similar eco-friendly, plant-based positioning to SunBrite. Its product range overlaps directly in all-purpose, kitchen, and laundry categories.
- Mrs. Meyer's Clean Day: Mrs. Meyer's offers household all-purpose and specialty cleaners with an aromatherapeutic, garden-inspired positioning, sold across mass retail. It competes with SunBrite in the same green household cleaner category.
Emerging players
- Blueland: Blueland offers eco-friendly cleaning tablets and reusable bottles, focusing on plastic-free, non-toxic household cleaning. It competes with SunBrite in the green all-purpose category and is rapidly expanding through DTC and retail.
- Branch Basics: Branch Basics sells a concentrated, non-toxic all-purpose cleaner and a dilution-based system targeted at health-conscious consumers. It overlaps with SunBrite's concentrate economics and green positioning but is primarily DTC and subscription-driven.
- Force of Nature: Force of Nature markets an electrolyzed water cleaning system as a non-toxic alternative to traditional cleaners. While its delivery mechanism differs from SunBrite's concentrate, it competes for the same eco-conscious, safety-first customer segment.
Broad incumbents
- Clorox Green Works: Green Works, owned by The Clorox Company, is a mass-market brand of plant-based, biodegradable cleaning products. It competes with SunBrite across consumer retail with significantly greater distribution and marketing resources.
- SC Johnson (Greenlist): SC Johnson is a global household products major that competes with SunBrite through its consumer cleaning brands and institutional product lines. Its scale, R&D, and distribution dwarf SunBrite's, making it a broad competitive threat.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
SunBrite social profiles
Digital presenceSunBrite financial estimates
Financial estimateRevenue estimate
Valuation estimate
SunBrite leadership team
Management profileNumber of profiles
Profiles1 record
SunBrite funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SunBrite M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SunBrite
What does SunBrite do?
SunBrite manufactures and sells biodegradable, non-toxic, water-based specialty cleaning products for residential, commercial, and industrial use. The portfolio is anchored by the original 1978 Concentrated All Purpose Cleaner (one pint dilutes into up to 11 quart bottles of heavy-duty cleaner) and the Industrial Strength Ready-to-Use liquid cleaner. Supporting offerings include Carpet & Rug Cleaner, Oven/Grill/Kitchen Cleaners, and cleaning accessories, all sold via a direct e-commerce storefront, wholesale/bulk ordering, and a distributor network.
Is SunBrite a public or private company?
SunBrite is a private company. It is classified as family owned and is currently operating.
When was SunBrite founded?
SunBrite was founded in 1978. It employs 1 to 10 people.
Where is SunBrite based?
SunBrite is headquartered in Green Bay, United States, in the North America region.
How does SunBrite make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale and Bulk Orders and distributor Sales.
Who are SunBrite's main competitors?
Direct peers on record are Simple Green, Seventh Generation, Better Life, Biokleen and Mrs. Meyer's Clean Day. Emerging players are Blueland, Branch Basics and Force of Nature. Broad incumbents are Clorox Green Works and SC Johnson (Greenlist).
Does SunBrite have an API?
No public API is recorded for SunBrite.
What industry is SunBrite in?
SunBrite's product category is Specialty Green Cleaning Products. Its primary akta.pro industry code is CRADAKAG, Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen), with a secondary code of CRAJAMAH, Concentrated All-Purpose Cleaners (Dilutable). Its NAICS code is 32561 and its SIC code is 2840.