P&G to roll out extra-strength Tide detergent

CINCINNATI – Procter & Gamble Co. will try to convince consumers that less is better when it comes to laundry detergent.

The company Tuesday detailed its plans for the rollout of “Tide 2X Ultra” and other increased-concentration liquid detergent brands. They are supposed to wash the same amount of clothes with half the detergent, from containers about half the standard size – but at the same price as current versions.

The Cincinnati-based consumer products company will begin selling the detergents in southern U.S. states and Puerto Rico this September and will fully convert to the smaller versions by next April.

“The price per load is about the same, you’re going to get the same amount of loads, it’s easier to pour, store and carry, and it’s much more beneficial to the environment,” P&G spokesman Kash Shaikh said.

The smaller containers are part of an industry trend to more efficient and environmentally friendly packaging.

Wal-Mart Stores Inc., the world’s largest retailer and a crucial P&G customer, has been promoting concentrated detergents and other reduced packaging as part of its broad effort to cut energy use, waste and greenhouse gases. The smaller sizes also open up more shelf space while reducing costs for transportation and storage.

P&G has in recent years introduced detergents designed for use in cold water and other energy-saving products that require, for example, less water and less electricity.

Shaikh said that while U.S. consumers are showing increasing interest in “greener” products, product performance remains top priority.

The new forms, called “2X Ultra,” will be more potent, so Tide will offer better stain-removal, he said.

“It’s basically an amped-up version of the original formula,” he said.


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