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Brandgenuity has extended ARM & HAMMER, a brand lovingly written into the history of American home making, into broad-ranging product assortment that leverage the versatile power of ARM & HAMMER Baking Soda. Building on the magical mineral’s benefits, which range from odor neutralization to whitening, to freshening, disinfecting and gentle but effective cleaning, Brandgenuity has expanded the core ARM & HAMMER program to include a multiple award-winning line of waste bags with Hefty, automotive air fresheners, laundry care, personal care, pet care and more.