Formula 409

{{Short description|Clorox brand cleaning product}}

{{More citations needed|date=August 2012}}

{{Update|inaccurate=yes|date=January 2022}}

{{Infobox brand

| name = Formula 409 Home & Industrial Cleaner

| logo = Formula 409 logo.svg

| image =

| caption =

| type = Cleanser

| currentowner = Clorox

| origin = U.S.

| introduced = {{start date and age|1957}}

| discontinued =

| related =

| markets = Worldwide

| previousowners = Chemzol

| trademarkregistrations =

| ambassadors =

| tagline =

| website = [http://www.formula409.com/ formula409.com]

}}

Formula 409 or 409 is an American brand of home and industrial cleaning products well known in the United States, but virtually unknown in other places. It includes Formula 409 All-Purpose Cleaner, Formula 409 Glass and Surface Cleaner, Formula 409 Carpet Cleaner, and many others. The brand is currently owned by Clorox. {{Cite web |title=Timeline |url=https://www.thecloroxcompany.com/company/our-story/timeline/ |access-date=2024-10-12 |website=The Clorox Company |language=en-US}}

The flagship product was invented in 1957 by Morris D. Rouff, whose Michigan company manufactured industrial cleaning supplies.{{Cite journal |last=Datta |first=Yogita |year=2024 |title=The U.S. Household Liquid Non-Disinfectant Cleaner Market: A Competitive Profile |url=https://www.researchgate.net/publication/381327283 |journal=Journal of Economics and Public Finance |volume=10 |issue=3 |issn=2377-1038 |eissn=2377-1046 |via=ResearchGate}} Formula 409’s original application was as a commercial solvent and degreaser for industries that struggled with particularly difficult cleaning problems.

The inventor's son has stated that it was named for the birthday of the inventor's wife, Ruth, on April 9th (409).{{cite web|url=https://brianrouff.com/when-myth-becomes-reality/|title=When Myth Becomes Reality|last=Rouff|first=Brian|date=20 November 2011|website=|publisher=Brianrouff.com|archive-url=|archive-date=|accessdate=2019-06-27}} The company, however, claims that it was named as the 409th compound tested by the two young inventors.{{Cite web |title=Why Is It Called Formula 409®? |url=https://www.formula409.com/about-us/formula-409/ |access-date=2024-11-07 |website=Formula 409® |language=en-US}} Other claimed origins for the name include 409 being the telephone area code where it was invented (area code 409, which serves southeastern Texas, was not introduced until 1983);{{Cite web |title=Why Is It Called Formula 409®? |url=https://www.formula409.com/about-us/formula-409/ |access-date=2024-07-28 |website=Formula 409® |language=en-US}} the birthday of some other person, such as the inventor's daughter;{{Cite web |date=2022-05-29 |title=Where did vintage brand names like 7-Up, Formula 409 & WD-40 come from? - Click Americana |url=https://clickamericana.com/topics/discoveries-inventions/where-did-vintage-brand-names-like-7-up-formula-409-wd-40-come-from |access-date=2024-07-28 |website=clickamericana.com |language=en-US}} or a reference to a powerful Chevrolet car engine used in the 1960s.

In 1960, Rouff sold Formula 409 to Chemzol, a New York firm, for an amount in the low six-figure range. In the mid-1960s, entrepreneur Wilson Harrell, along with longtime friend David Woodcock and television personality Art Linkletter, bought Formula 409. Harrell, Woodcock & Linkletter bought it for $30,000 and took it national. Linkletter also promoted the product in television commercials. The company eventually took Formula 409 to a 55 percent share of the spray-cleaner market, and six years later, Harrell, Woodcock & Linkletter sold the company to Clorox for $7 million.{{cite web|url=http://www.bizjournals.com/atlanta/stories/1997/12/22/smallb5.html |title=A business 'buccaneer' laid to rest – Atlanta Business Chronicle |publisher=Bizjournals.com |date=1997-12-22 |accessdate=2013-04-04}}{{cite web|url=http://www.bizjournals.com/atlanta/stories/1996/10/21/smallb3.html |title=Unconventional financing ideas that actually work in practice – Atlanta Business Chronicle |publisher=Bizjournals.com |date=1996-10-21 |accessdate=2013-04-04}}

In early 2020 Formula 409 became impossible to find in stores{{cite news|url=https://www.click2houston.com/news/local/2020/09/06/some-of-the-items-houston-area-residents-say-theyre-still-struggling-to-find-amid-the-pandemic/|title=Some of the items Houston-area residents say they're still struggling to find amid the pandemic|date=September 6, 2020|work=Click2Houston|accessdate=14 September 2020}} and disappeared from the "products" listing at the Clorox website.{{cite web|url=https://www.clorox.com/products/|title=Products|work=clorox.com|accessdate=14 September 2020}} Some websites say Clorox has discontinued the product.{{cite web|url=https://www.cleanfreak.com/chemicals/hard-surface/all-purpose/case-of-formula-409-all-purpose-cleaner.html|title=Case of Formula 409 All-Purpose Cleaner|work=cleanfreak.com|accessdate=14 September 2020}} There has been no announcement or news release, and the website www.formula409.com is still active. Formula 409 is currently (November 7, 2024) sold at Walmart, Target, grocery and numerous other stores. The packaging has been changed. {{cite web|url=https://www.formula409.com/products/cleaners/multi-surface-cleaner/|title=Formula 409 multi-surface cleaner|work=www.formula409.com|date=4 July 2013 |accessdate=14 September 2020}}