More sanitary! Rinses 99.9% clean (Independent test results demonstrate that bacteria will not feed and survive on the sponge fibers of Brillo Estracell sponge material - naturally!). New look. Same great product! The unique cell structure rinses cleaner and dries out faster eliminating the perfect breeding condition for bacteria and fungal growth. These qualities make Brillo Estracell more sanitary! Heavy Duty scrub material is designed to clean the toughest surfaces. It will remove burned on foods and grease from cast iron pots and pans. Family-owned since 1908. Easily scours & cleans the toughest surfaces.