Church & Dwight Co., Inc. Expands Cat Litter Business: Launches Arm & Hammer Super Stop, a Premium Clay Litter With Advanced Deodorization System.

PRINCETON, N.J.--(BUSINESS WIRE)--OCTOBER 12, 1999--

Church & Dwight Co., Inc (NYSE:CHD) today announced that it has begun shipment of ARM & HAMMER(R) SUPER STOP(TM), The Premium Clay Litter, its first entry into the traditional clay segment of the cat litter market. SUPER STOP is a companion product to ARM & HAMMER SUPER SCOOP(TM) Clumping Litter, the Company's late 1997 entry into the clumping segment of the market.

SUPER STOP is a traditional clay litter formulated with an advanced deodorization system to effectively deodorize the litter box. The product will be positioned at the premium end of the market. The Company expects the product to be broadly available in Supermarket, Mass and Specialty Pet outlets by the end of January 2000.

The cat litter business consists primarily of two segments, traditional clay and clumping litter. The $350 million at retail traditional clay segment has been fairly static for several years. The $450 million at retail clumping segment has shown strong growth, particularly since Church & Dwight entered the category two years ago. Market research indicates that traditional clay and clumping litter consumers are essentially two different groups, with clumping users preferring to scoop out the lumps and traditional clay users preferring to dispose of the entire litter box. Both consumer groups, however, express a strong interest in effective deodorization.

SUPER SCOOP has gained approximately a 13% dollar share of the clumping business in the two years since its introduction. The Company believes that an entry into the traditional clay market is a logical next step and presents an attractive opportunity for several reasons. First, the introduction of SUPER STOP provides access to a different group of consumers. Second, it should produce additional category growth in the same way as SUPER SCOOP did in clumping. Third, the combination of SUPER STOP and SUPER SCOOP will provide significant synergies in distribution and marketing.

Mr. Robert A. Davies, III, President and Chief Executive Officer, commented, "The ARM & HAMMER brand name has an excellent reputation for serious deodorization. Market research confirms that consumers expect an ARM & HAMMER traditional clay cat litter to be a highly effective deodorizing product. This combination of anticipated consumer acceptance and outstanding product performance should make the launch of SUPER STOP, the only clay litter with ARM & HAMMER Baking Soda, as successful as the launch of SUPER SCOOP two years ago."

SUPER STOP is made with a light-weight clay, supplied by Oil-Dri Corporation of America, the largest manufacturer of clay cat litters. The product will be available in 7lb, 14lb and 21lb packages, equivalent to 10lb, 20lb and 30lb packages from most other producers. The product's superior deodorization is based on a blend of baking soda and other ingredients which destroys odors on contact and works continuously for days. -0-

Church & Dwight Co., Inc. is the manufacturer of ARM & HAMMER(R) consumer and specialty products.