This bitter substance goes down well with parents as it helps to keep children safe

Published on Monday 14 April 2008 20:07

MOST parents worry about young children accidentally drinking cleaning products, no matter how hard they try keep them hidden.

But, thanks to an invention 50 years ago, the danger of youngsters consuming all manner of fluids has been dramatically reduced.

Bitrex is a safety additive which is added to household products to make them exceptionally bitter – just one tiny taste should put even the most determined child off drinking the contents of the cupboard under the sink.

Now a survey has found that parents are prepared to spend more on products that protect their children, such as those containing the bitter additive.

The study, by Edinburgh-based Macfarlan Smith, which makes Bitrex, found that 64 per cent of parents would pay up to 15p more for a product to help avoid accidental poisoning.

The survey of 1,000 parents also found that consumers preferred retailers that showed concern and responsibility for their customers by stocking products that contain Bitrex, or which included Bitrex in their own-brand products.

The parents questioned were concerned about the issue of accidental poisoning and virtually all mothers of under-threes said they had some child safety measures in their house.

They had a lot of knowledge about the importance of locking potentially dangerous products away and insisting on child-proof caps.

Awareness of Bitrex was lower, but 86 per cent thought that the product was a worthwhile contribution to child safety.

Denatonium Benzoate was discovered in 1958 by Macfarlan Smith and registered under the Bitrex trademark in the UK, Canada and the United States later the same year.

The first use of Bitrex was as a taste aversive in a cream to prevent tail-biting in pigs. It later went on to be added to a range of liquids, including household cleaners, pesticides and DIY products.

Due to its overwhelming bitter taste, it was considered useful in preventing accidental poisonings.

It is possible to detect Bitrex in an Olympic-size swimming pool at levels as low as 50 parts per billion.

Cameron Smith, Bitrex business manager at Macfarlan Smith, said their latest research showed that parents would actively search supermarket shelves for brands containing Bitrex to protect their children.

“We know that parents take accidental swallowing very seriously,” Smith said.

“This research confirms that they are already taking steps to keep harmful products away from children and that they will look for child-resistant tops.”

He added: “Every parent recognises the horrible moment of inattention when the cap is inadvertently left off for a second or two and the phone rings. Bitrex is made for that moment.

“What this research also shows is that parents respond well to retailers who share their concern about child safety and who either stock products with child safety measures or add Bitrex to their own brands.”

&#149 Anyone who is concerned about a child consuming cleaning products should call NHS 24 on 08454 242424, or 999 in an emergency situation.

&#149 More information is available at www.bitrex.com