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Reckitts on the Prowl for Product Ideas

November 30, -0001

Reckitt Benckiser is looking for a few good ideas. The company has updated its so-called innovation center, RB-Idealink, to search for more technologies and products. The new site now contains a targeted list of the firm’s “most wanted” technology needs, and enables inventors to make proposals directly to the firm in seven languages.

The maker of products such as Airwick, Vanish, Woolite and Clearasil contends a constant stream of new ideas and inventions is essential to its success. In fact, 40% of its recent sales have come from products launched in the last three years.

“Our success and the way we operate means that Reckitt Benckiser is a great partner for new ideas—and what is more, we believe we can get great ideas working and in the consumer’s hands quickly and efficiently—it is what we are good at,” Rakesh Kapoor, Reckitt Benckiser executive vice president, category development, said in a statement.

RB-Idealink, which was created in 2006, covers three major areas of innovation: new technologies, new products and brand licensing. Reckitt contends it provides an easy way for inventors and potential partners to bring their inventions or products to the company safe in the knowledge that they will get a fast response and proper support if the idea is taken up by the company.

“New technologies can give us strong competitive advantage in our products, as well as strengthening our overall technology base for future product development,” said Richard Ellis, senior vice president, global R&D.

The website also includes case studies about how new ideas and expertise have contributed to current Reckitt Benckiser products, such as Airwick Freshmatic Mini and Finish Quantum.

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