Bitrex® (denatonium benzoate) is the leading bitterant safety additive for household, automotive and garden products worldwide. Consumers recognize Bitrex for its added safety as a taste aversive. The Bitrex Trademark Program is valued by manufacturers for its marketing, technical and regulatory support services. Marketers and retailers recognize the simple concept: "safety sells."

Scientists at Macfarlan Smith, Ltd. of Edinburgh, Scotland discovered Bitrex during research on derivatives of the anesthetic lidocaine. The extremely bitter taste proved effective in reducing ingestion by humans and animals. The first use for Bitrex was as a federally required alcohol denaturant, rendering cosmetic ethanol unfit for human consumption. Bitrex is now widely used in applications from antifreeze to training zoo animals.

To properly promote Bitrex use in consumer products, Macfarlan Smith committed to developing safety education programs and strict product testing procedures. Work with the American Medical Association, National Safety Council and Royal Society for the Prevention of Accidents gained support for bitter agents. Studies on Bitrex were published in medical and scientific journals including the Journal of Emergency Medicine, Society of Automotive Engineers and American Society for Testing & Materials. Bitrex Trademark Program test protocols are the standard cited by regulatory and legislative interests. These include EPA, FDA and NIOSH regulated products and state laws requiring bitterant in antifreeze in California and Oregon.

Bitrex is marketed worldwide in hundreds of consumer products as a branded bittering agent. The Bitrex Trademark Program provides quality positioning and enhances product stewardship as an innovative attribute, an educational opportunity and a sales promotion tool. National brands and upscale private label brands have found the Bitrex advantage- Safety Sells.