The Frosch brand celebrates its 40th anniversary in 2026 and remains true to its mission: independence from petroleum. Since its founding in 1986, Frosch has relied on plant-based ingredients from renewable resources and consistently avoids petroleum. The packaging is also sustainable: the bottles are made entirely from recycled plastic – increasingly from the Yellow Bin collection.
Over a billion bottles made from 100% recycled plastic have already been brought to market, a large proportion of which comes from the yellow bin. This initiative demonstrates how a circular economy can be implemented in the packaging industry and serves as a model for other sectors.
Reinhard Schneider, owner of Werner & Mertz, the parent company behind Frosch, highlights the significance of this development: „Naturally, our Frosch brand is only a relatively small example of this already successful independence from crude oil, but it should not be underestimated as a role model for other industries.“ The greatest possible independence from petroleum brings ecological advantages, increases resilience against political crises, and promotes domestic value creation.
The greatest possible independence from crude oil creates three advantages, according to Werner & Mertz:
- Ecological resource conservation
- Increasing political crises Resilience
- Economic success in domestic value creation
From Idea to International Brand
The success story of Frosch began in the 1980s, a decade marked by environmental disasters and a growing awareness of ecological issues. The family-run company Werner & Mertz responded to this change and offered an environmentally friendly solution for household cleaning with the introduction of the Frosch brand. The first Frosch product, the Neutral Soap Cleaner, relied on plant-based ingredients and omitted animal components as well as harsh chemicals.
This philosophy has proven its worth. Today, the Frosch range comprises over 80 products, available in almost all European countries as well as in East Asian states such as Japan and South Korea. The products stand for high performance and environmental compatibility, which is regularly confirmed by awards from Stiftung Warentest and Öko-Test.
Anniversary celebration and biodiversity project
Numerous events are planned to celebrate the 40th anniversary of the Frosch brand, aiming to foster dialogue with consumers. Under the slogan „Frosch celebrates its birthday,“ around 150 parties will be held in supermarkets and drugstores until July. These events will offer not only information and prize draws but also the opportunity to meet the people behind the brand.
A special highlight of the anniversary year is the biodiversity project in cooperation with NABU. A two-hectare floodplain forest will be planted in Nieder-Ingelheim. This initiative underscores the commitment of Frosch and Werner & Mertz to protecting biodiversity and restoring natural habitats, which are not only ecologically valuable but also significant carbon sinks.
Source: Werner & Mertz
