06.11.01
Procter & Gamble and Changing Paradigms announced a licensing agreement under which Changing Paradigms will manufacture and sell a laundry stain remover under P&G's Dreft brand name. The new product, Dreft Laundry Stain Remover, is designed to remove tough infant soil and stains while being gentle on the infant's skin and clothing. Under this new licensing agreement, Changing Paradigms will produce, market and distribute Dreft Laundry Stain Remover in the United States and Canada. P&G will share in the revenue generated from all sales while retaining the right to the Dreft trademark.
"Our agreement with Changing Paradigms is a logical step in extending the Dreft brand equity to further meet our consumers needs," said Julie Woffington, Dreft brand manager. "Parents will now be able to pre-treat tough infant stains while maintaining the quality and care they have come to expect from Dreft."
"We are very excited about the opportunity to bring the Dreft Laundry Stain Remover to market," said Dan Meyer, president, Changing Paradigms. "We pride ourselves on bringing unique, value added products to market and now we will continue this tradition with the launch of this new product that is tough on stains yet gentle against the baby's skin. "
The new Dreft Laundry Stain Remover will be available at major mass, grocery chains and baby/children specialty stores beginning in the Fall. Suggested retail prices will be $3.49 for a 22 oz. bottle.
"Our agreement with Changing Paradigms is a logical step in extending the Dreft brand equity to further meet our consumers needs," said Julie Woffington, Dreft brand manager. "Parents will now be able to pre-treat tough infant stains while maintaining the quality and care they have come to expect from Dreft."
"We are very excited about the opportunity to bring the Dreft Laundry Stain Remover to market," said Dan Meyer, president, Changing Paradigms. "We pride ourselves on bringing unique, value added products to market and now we will continue this tradition with the launch of this new product that is tough on stains yet gentle against the baby's skin. "
The new Dreft Laundry Stain Remover will be available at major mass, grocery chains and baby/children specialty stores beginning in the Fall. Suggested retail prices will be $3.49 for a 22 oz. bottle.