Werner & Mertz Hallein

What Werner & Mertz Hallein does

Werner & Mertz Hallein is the Austrian production site of the Werner & Mertz Group, a family-owned German Mittelstand manufacturer of household and professional cleaning products. Founded in 1953 in Hallein near Salzburg, the site employs approximately 200 people and operates as the group's second production location alongside the Mainz headquarters. Its core activities are the manufacture and supply of consumer cleaning brands — Frosch (the flagship eco-friendly brand), Erdal, EMSAL, Bionic Dry, and Rorax — distributed through retail channels, and professional cleaning brands Green Care Professional and TANA, sold via direct B2B sales to facilities management and industrial clients.

The site's technology is built around sustainable chemistry and circular-economy packaging rather than software or AI. Key technical differentiators include the use of 100% post-consumer recycled plastic (Recyclat), which the company scaled to a documented milestone of 1 billion bottles produced, and packaging innovations such as a fully recyclable Recyclat stand-up pouch and an innovative dosing system — both recognized with the WorldStar Packaging Award 2026. Environmental management has been EMAS-validated at Hallein since 2005, and the broader group has received the German Environmental Award (2019) and the Environmental Management Award 2025 from German and Austrian federal ministries.

Werner & Mertz Hallein operates within a family-managed, privately held structure with no external investors, generating revenue through one-time sales of branded cleaning products. Consumer products flow through mass-market retail distribution while professional products use direct field sales, supported by a multi-language export portal for international B2B customers. The group's geographic footprint is anchored in Germany and Austria with global export operations, and brand equity is reinforced through sustainability-focused partnerships, notably with the Austrian Alpine Association. Pricing is not publicly disclosed, and no standalone financial figures are reported for the Hallein branch.

Name

Werner & Mertz Hallein

Legal name

Werner & Mertz GmbH

Website

https://werner-mertz.at

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

1–10 employees

Short description

Werner & Mertz Hallein is the Austrian production site of the family-owned Werner & Mertz Group, manufacturing eco-friendly consumer (Frosch, Erdal, EMSAL) and professional (Green Care Professional, TANA) cleaning products for retail and B2B markets, anchored by 100% post-consumer recycled plastic packaging and EMAS-validated environmental management.

Ownership category

akta.pro rank

Product category

Household and Professional Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Polish and Other Sanitation Good Manufacturing (325612)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)

akta.pro secondary industries

Kitchen & Countertop Cleaners & Degreasers (CRAJACAA), Green/Eco-Certified Cleaning Products Distribution (CRAOAGAN), Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)

Keywords

• Consumer cleaning products
• Professional cleaning supplies
• Eco-friendly detergents
• Recycled plastic packaging
• Circular economy manufacturing

Headquarters

HQ city

Mainz

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Consumer Cleaning Products: Sale of consumer cleaning products under brands including Frosch, Erdal, and EMSAL through retail channels
2. Professional Cleaning Products: Sale of professional cleaning and care products under brands including Green Care Professional and TANA to B2B customers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Werner & Mertz Hallein is a production site in Hallein, Austria, that manufactures consumer and professional cleaning and care products under multiple brand lines: Frosch, Erdal, EMSAL, Bionic Dry, and Rorax for consumer retail; Green Care Professional and TANA for B2B professional customers. The site emphasizes sustainable production, using 100% post-consumer recycled plastic in packaging and operating under EMAS-validated environmental management since 2005.

Differentiator

Problem solved

Functional benefit

Brands

• Frosch: Trust brand and flagship product line of Werner & Mertz for eco-friendly cleaning products
• Erdal
• Emsal
• Bionic Dry
• Rorax
• Green Care Professional
• TANA

Products and services

• Frosch Primary consumer cleaning product brand offering eco-friendly household cleaning, laundry care, and surface cleaning products for households.
• Erdal Cleaning product brand targeting the German market.
• EMSAL Cleaning product brand in the Werner & Mertz portfolio, focused on floor care.
• Bionic Dry Specialized cleaning product brand for textile care.
• Rorax Cleaning product brand in the Werner & Mertz consumer portfolio.
• Green Care Professional Professional cleaning products brand for commercial and industrial use.
• TANA Professional cleaning products brand for B2B commercial customers.
• Sustainable Stand-Up Pouch with Recyclate Fully recyclable stand-up pouch packaging for cleaning products, manufactured using recycled plastic.
• Innovative Dosing System Innovative dosing system for cleaning products that supports ease of use and dosage efficiency.

Quantifiable outcome

• 1 billion bottles from 100% post-consumer recycled plastic
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Österreichischer Alpenverein (Austrian Alpine Association)minorStrategic or Co-development PartnerCooperation with Austrian Alpine Association focused on nature conservation and sustainable development of the Alpine region. Werner & Mertz Hallein collaborates with the association to promote environmental protection in the Alpine area.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Henkel: Major German FMCG company with leading laundry, home care and professional cleaning brands (Persil, Vernel, Bref, Schauma). Directly comparable in product categories, DACH market presence, and sustainability positioning (Henkel is itself pushing recycled packaging and bio-based formulations).
• Sonett: German manufacturer of ecological laundry detergents, dishwashing and cleaning products. Directly comparable in eco-cleaning manufacturing, DACH distribution, and emphasis on bio-based and minimal formulations.
• Method Products: Design-led, eco-positioned household cleaning brand (now part of SC Johnson/Ecover). Comparable to Frosch in targeting environmentally conscious consumers with branded, premium-positioned cleaning SKUs.
• Ecover: Belgium-based eco-cleaning brand (now part of SC Johnson) producing plant-based detergents, dishwashing and household cleaners. Closely comparable in eco-friendly positioning, retail channel mix, and brand-led differentiation versus commodity cleaning products.
• Buzil-Werk: German-based manufacturer of professional cleaning products for industrial, institutional, and facility management customers. Directly comparable to Werner & Mertz's Green Care Professional / TANA B2B portfolio in product categories, customer base, and German market presence.
• Seventh Generation: US eco-friendly cleaning brand (acquired by Unilever) focused on plant-based and bio-based formulations. Comparable in sustainability-led brand narrative and consumer cleaning product range.

Broad incumbents

• Ecolab: Global leader in water, hygiene and infection-prevention solutions serving industrial and institutional customers. Comparable to Werner & Mertz's Green Care Professional and TANA B2B institutional cleaning business at the higher end of facility management and industrial customers.
• SC Johnson: Global household cleaning products company (Mr. Muscle, Method, Ecover). Directly comparable in cleaning product manufacturing and now owns the principal global eco-cleaning brands, creating overlap with Frosch's positioning.
• Procter & Gamble: Global FMCG leader with laundry and home care brands (Ariel, Tide, Fairy, Mr. Clean). Not a like-for-like specialist but competes with Werner & Mertz across retail channels and is investing heavily in sustainability to neutralise specialist eco brands.
• Unilever: Global FMCG incumbent in home care and laundry (Persil, Omo, Cif, Seventh Generation). Competes with Werner & Mertz in cleaning categories; its acquisition of Seventh Generation signals its bid to lead in eco-positioned cleaning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/werner-mertz-hallein

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Werner & Mertz Hallein