Bitrex® Bitterant (Denatonium Benzoate-USP/NF)
Bitrex® is the leading bitterant for household, automotive and garden products worldwide.
Consumers recognize Bitrex® for its added safety in products in their homes. The Bitrex® is valued by brand owners to protect their products, backed by 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 US Treasury Department required alcohol denaturant, rendering industrial ethanol unfit for human consumption, and therefior tax-exempt. Bitrex® is now widely used in applications from poisoning prevention in 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.