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Low Tide Returns?

September 4, 2013

P&G puts low-priced Tide back in test.

The leading US laundry detergent maker is floating the idea of a lower-priced version of the world's best-selling detergent. A few years ago, at the height of The Great Recession, Procter & Gamble began testing a cheaper Tide laundry detergent. As the economy improved, P&G scuttled that launch. Now, P&G is said to be talking to retailers about plans for a new bargain-priced version of its Tide laundry detergent that would be priced just above rival bargain brands such as Church & Dwight's Arm & Hammer, according to The Wall Street Journal.

During the past several years, Church & Dwight executives have boasted that their Arm & Hammer brand dominates the low-priced detergent category every bit as much as P&G's Tide dominates the premium sector. But if P&G were to roll out a lower-priced Tide product, it would surely cause a ripple or two in the bargain detergent pool, which is led by C&D and Sun Products.



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