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Bitrex® is the trademarked name of denatonium benzoate alcohol, and it is added to a wide range of products, including cleaners, cosmetics, and automotive products. It is a bittering agent that makes a product taste bad to discourage people from accidentally eating products that contain it. Bitrex® is a trademark of the Johnson Matthey Group of companies, which is not affiliated with SC Johnson and which is responsible for its contents.