RACINE - SC Johnson Thursday announced it has created "ingredient transparency" with a new ingredient disclosure Web site.

The Web site, http://www.WhatsInsideSCJohnson.com, lists more than 200 products and their ingredients. The Web site now includes 129 SCJ air-care products and 76 home cleaning products, with explanations of the 169 ingredients that comprise these products.

The Racine-based company said more will be added. SCJ will also launch a Spanish-language version.

The Web site, for example, says that Drano Liquid Clog Remover contains water, bleach, caustic, builder and cleaning agents.

The product's "more detail" tab specifies that those compounds, respectively, are: sodium hypochlorite; sodium hydroxide; sodium silicate; and a proprietary surfactant blend.

Consumers can get further information from the Web site's ingredient list to find this definition, for example, of sodium hydroxide: "A builder that enhances cleaning ability. It can also be a pH adjuster that alters the pH of a product to improve stability. In high concentrations (such as in drain cleaners), it can be a caustic that helps dissolve organic matter like drain clogs."

SCJ Chairman and Chief Executive Officer Fisk Johnson stated in a news release, "Today's families want to know what's in the products they use in their homes. For us, it's about living up to the trust our consumers put in us."

The company also lists the dyes used in each product, and by Jan. 1, 2012, will also provide preservative and fragrance ingredients.

This departs from an industry right-to-know initiative announced in late 2008, which does not require listing of dyes, fragrances or preservatives, according to SCJ.

"Transparency doesn't mean cherry-picking which things to share and which things to hide. It means opening the door and letting people see what you're made of," Johnson stated.

SCJ said its disclosure plan also differs from the industry initiative in how information is communicated. To comply with the effort, companies will need to provide ingredient information through at least one form of communication: online; on product labels; via a toll-free number; or using some other non-electronic means.

SCJ is making its information accessible in three ways: the Web site; a toll-free number at (800) 558-5252; and on product labels that will be phased in for home cleaning and air-care products by January 2012.

SCJ manufactures consumer products including Glade, Off, Pledge, Raid, Shout, Windex and Ziploc. The company, with more than $8 billion in sales, employs about 12,000 people globally and sells in more than 110 countries.