first aid product for American armed forces during World War II, government rationing of chlorine gas forced many bleach manufacturers to reduce the concentration of sodium hypochlorite in their products. Clorox, however, declined and elected to sell fewer units of a full-strength bleach, establishing a reputation for quality. In 1957, Clorox was purchased by Procter & Gamble, which renamed its new subsidiary The Clorox Company. Almost immediately, a rival company objected to the purchase, and it was challenged by the Federal Trade Commission, which feared it would stifle competition in the household products market. The FTC prevailed in 1967 when the U.S. Supreme Court forced Procter & Gamble to divest Clorox, which took place on January 1, 1969. 1970s–1990s Throughout the 1970s and 1980s, Clorox pursued an aggressive expansion and diversification program. In 1970 it introduced Clorox 2 all-fabric bleach. Later it acquired a number of brands that remain a part of its portfolio, including Formula 409, Liquid-Plumr, and Kingsford charcoal. The company also developed new cleaning products such as Tilex instant mildew remover. It also acquired the "Hidden Valley" brand of ranch dressing. In 1988, Clorox struck a licensing-and-distribution agreement that brought Brita water filters to the U.S. The company acquired sole control of the brand for the U.S. and Canada in 1995 when it acquired Brita International Holdings (Canada). In 2000 it secured the remaining Americas market from Brita. In 1990, Clorox purchased Pine-Sol. In 1999, Clorox acquired First Brands, the former consumer products division of Union Carbide, in the largest transaction in its history. Such brands as Glad, Handi-Wipes (which First Brands acquired from Colgate-Palmolive several months before the Clorox acquisition) and STP became part of the Clorox portfolio. The First Brands acquisition doubled the size of the company and helped it land on the Fortune 500 for the first time the following year. 2000s–present In 2002, Clorox entered into a joint venture with Procter & Gamble to create food and trash bags, food wraps, and containers under the names Glad, GladWare and related trademarks. As part of this agreement, Clorox sold a 10% stake in the Glad products to P&G, which increased to 20% in 2005. In 2007, the company acquired Burt's Bees. In 2010, Clorox shed businesses that were no longer a good strategic fit for the company, announcing that it was selling the Armor All and STP brands to Avista Capital Partners. In 2011,