Wal-Mart expects to sell only concentrated detergent in all of its U.S. stores by early May 2008—more than 800 million units over the next three years. The transition began in the Southern region in October, extending to the North and Midwest by February and finishing in East Coast states in April 2008.
In 2005, Wal-Mart initiated a partnership with Unilever to dramatically reduce the packaging of its All detergent. In February 2006, Unilever unveiled All Small-and-Mighty which is three-times concentrated, and contains enough detergent to wash the same 32 loads as a 100-oz. bottle. Wal-Mart helped bring the product to market by promising equal or greater shelf space despite the smaller product size.
The success of this partnership led Wal-Mart to work with suppliers throughout the laundry detergent industry, including P&G, Unilever, Dial, Huish and Church & Dwight, to offer their own concentrated laundry detergents. Wal-Mart will continue to work with these suppliers to ensure customer acceptance and promote the benefits of concentrated detergent.
More info: www.walmart.com.