Procter & Gamble Reformulates Laundry Detergents
The Procter & Gamble Company announces that beginning in September it will convert its entire portfolio of liquid laundry detergents to a "2X" concentrated formulation. The move will mean a full replacement of the company's liquid laundry detergent lineup with a new "2X" or 50 percent compacted version, and will include the brands Tide, Gain, Cheer, Era and Dreft. The new concentrated detergents provide consumers with the same number of loads in a detergent bottle that is half the size, resulting in a more convenient product that is easier to carry, pour and store. The compacted formulas and smaller bottles also allow for increased efficiency across the entire supply chain, including reduced fuel consumption and warehouse space usage, as well as a 22 percent to 43 percent reduction in the amount of packaging. Further, the new formulas also use up to 44 percent less water than before while still offering the same number of loads. The company will begin the North American rollout of the new compacted detergents in the Southern U.S. and Puerto Rico in September 2007 and will complete the full conversion by April 2008 in the Northeast and