Huh, this is an interesting new product that tackles controlling household odours naturally or without a plug-in gizmo. We've used zeolite and they've worked very well at controlling pet odours (recent guests asked us how we kept litter odour in check, and this might be the reason). MultiFresh Natural Deodorizer is similar to zeolite, but is derived from a volcanic mineral called ignimbrite (composed of ash and pumice).
This volcanic powder is described to be negatively charged, attracting odours and other contaminants from the air (opposed to baking soda's absorbent property which doesn't actively attract offensive odour particles):
Most floating contaminates such as odors and allergens are positively charged, and of course, negative ions are negatively charged. In environments where high densities of negative ions exist, they are able to reverse the charge of floating contaminates to a negative charge.This results in a magnetic attraction among the floating pollutants in the air, causing them to aggregate, or “neutralize” one another.
