The beginnings of AlEn USA can be traced backed to May 21, 1949 where two brothers founded Productos Químicos AlEn in Nuevo Leon, Mexico. Later this became Industrias AlEn. The company’s first product was laundry bleach under the Cloralen® brand. Not long after that the company introduced Pinol®, a pine oil based multipurpose cleaner. These two product launches were extraordinarily successful and through the years Cloralen® and Pinol® have become best sellers in their respective categories.


Focused on growth in Mexico, AlEn grows a bottle per household in the 60’s. By 1980, AlEn sets their sights on the Mexican-American populations near the border of Mexico. In 1990, AlEn USA is born with a focus on new geographies, expand into the Hispanic communities focused in largest US cities. Today, AlEn USA is: 

  • Currently selling 7 brands in the US market 
  • Product portfolio encompasses bleach, liquid and powder detergent, fabric softener and liquid laundry treatment in the laundry care category as well as multipurpose cleaners and specific cleaners in the household cleaning category
  • Products are manufactured out of 5 state-of-the-art production plants located throughout Mexico

By the year 2000, AlEn’s products growth reaches growing Hispanic communities throughout the U.S. By 2010, packaging begins to adopt language acculturation reaching new customer segments and ethnicities outside of the Hispanic markets. Today, AlEn products have become part of the general market and households with their innovation.

AlEn Products Are Earth-Friendly & Give Them the Advantage
They have been manufacturing their bottles since the 70’s, recycling PET and HDPE material for over 15 years, producing hypochlorite for their bleach for over 50 years, and more recently AlEn USA began planting our their own Pine and Palm trees to extract the oils needed to make their fast-selling multipurpose cleaners.

The pine oil that Pinalen uses is derived from living pine trees without destroying the tree. Other companies use pine oil that is gathered as a by-product of the turpentine process which can be very bad for the environment.

Vertical integrations have allowed AlEn USA to control their cost of materials as well as control the availability of those materials helping them keep a competitive edge over other brands.

Growth in the Market
According to a global survey done by The Nielson Group in 2016, women still do the majority of housework, even though the number of women working outside the home continues to grow. 

According to the World Bank, the percentage of women in the workforce (an average of 51% in the 61 markets included in the survey) grew more than 4% every year on average between 1990 and 2013. With more women balancing jobs, child rearing, household responsibilities and social activities, the need for efficient, convenient cleaning tools and supplies is greater than ever—and as disposable incomes rise, there will be more money to pay for the products that best meet their needs. 

According to another report by Zion Market Research, the global household cleaners market was valued at around USD 25.50 billion in 2016 and is expected to reach approximately USD 33.00 billion by 2022, growing at a CAGR of around 4.8% between 2017 and 2022.*


Increasing Sales with AlEn USA
Retail stores like grocery stores are great sources for consumer-grade and quality RTU cleaning products. Repetition is key when selling these products within your store space. Connect with your shoppers throughout their journey within your store. Advertise the product if possible. Use pallet displays or stacks to create brand awareness. If possible create a space for the branded items or display these products at eye-level.

Ask Diaz Foods how you can to benefit from a full line of cleaning products for your store.