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Rubbermaid Selling Cedar Tote

The company says the resin storage box will feature cedar fibers.
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The Rubbermaid unit of

Newell Rubbermaid

(NWL) - Get Newell Brands Inc Report

is selling a resin storage box that contains cedar fibers.

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The Ohio-based storage company said its Cedar Storage Tote line will feature a light cedar scent and a cedar color. The company said the "first-of-its-kind" product will offer natural resistance to insects. It will be widely available by later this year at stores including Target, Ace, Home Depot and Wal-Mart.

"We knew the natural attributes of cedar were highly valued by consumers, but our challenge was to retain the proven durability and affordability of our category-leading Roughneck tote," said Doug Thompson, Rubbermaid's director of home storage. "Our team found the solution, and we're excited about the prospects for this new category of home storage."

Rubbermaid said market research found that 4 out of 5 people said including cedar wood increased their likelihood of buying the tote, and 76% of consumers were somewhat or very likely to actually replace storage products they currently own with the cedar tote. Consumers said they would use the tote to store clothing and protect cherished items such as wedding dresses, baby clothes and heirlooms.

On Tuesday, Newell Rubbermaid advanced 9 cents to $24.58.