P&G Readies for 2X Detergents

CAROL ANGRISANI

CINCINNATI — Procter & Gamble here is gearing up for the North American rollout of its new “2X,” or 50% compacted, liquid laundry detergents. After a Cedar Rapids, Iowa, test, the rollout will be conducted in several waves, beginning in the Southern U.S. and Puerto Rico next month. The rollout will continue through April 2008. Multiple waves are being used due to the scope of the initiative, which involves a complete conversion of liquid Tide, Gain, Cheer, Era and Dreft to 2X versions that are about half the size of traditional liquid detergent bottles. Though smaller in size, the 2X detergents are said to clean the same amount of loads as the larger bottles because they require less liquid. “A waved rollout allows us to get the new product out as quickly, efficiently and effectively as possible,” Kash Shaikh, P&G’s laundry manager, told SN. The new P&G detergents come at a time when concentrated liquids are the big trend in the liquid detergent business. Once dominated by small companies, concentrated liquid detergents are now getting the attention of big marketers. Among other examples, Unilever markets concentrated “Small & Mighty” under the All brand. The reduced packaging sizes are touted as a win-win for trading partners. Retailers benefit by gaining more shelf space. Manufacturers, in turn, save on shipping and fuel costs. There are also environmental benefits, as smaller bottles mean less plastic in the environment.

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