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Reckitt Benckiser Rolls Out Finish Power & Free

February 12, 2014

New line of dishwasher products with hydrogen peroxide action

Reckitt Benckiser has rolled out Finish Power & Free, a new line of dishwasher products with hydrogen peroxide action. The line of detergents and rinse aid delivers a sparkling clean and amazing shine with no chlorine bleach and less fragrances and dyes than the current base Finish products. With the Finish Power & Free detergents, hydrogen peroxide action micro-bubbles penetrate deep to power away the toughest food messes, leaving your dishes reassuringly clean, even in the hardest water conditions.

The line includes:
• Quantum Power & Free dishwasher detergent's three-chamber capsule features powerful cleaning ingredients with hydrogen peroxide action to attack the toughest food stains and leave a brilliant shine.

• All-in-1 Powerball Power & Free dishwasher detergent has powerful ingredients with hydrogen peroxide action that lift tough stains and attack 24-hour stuck on food; gently scrubbing dishes and glasses sparkling clean.

• Jet-Dry Power & Free rinse aid works during the rinse cycle to protect against spots, film, and residue.

"We know that harsh chemicals are a major concern for many consumers, especially moms," said Selim Akis, Finish marketing director. "Understanding their desire for new ways to clean without sacrificing quality, Finish Power & Free was developed to harness the cleaning power of hydrogen peroxide with less harsh chemical ingredients."

According to a survey of more than 1,300 moms in partnership with Mom Central, a social media consulting firm focused on the mom market, three-quarters of moms reported that they regularly choose products because they have less harsh chemicals. Furthermore, nearly two-thirds ranked performance and less harsh chemicals as top product attributes that would influence their choice of an ideal dishwasher detergent.

"With less harsh chemicals going into the wash, we are confident that the Power & Free detergents and rinse aid will help provide that reassuring clean moms want while leaving nothing behind but the shine," said Akis.

This proven value and quality has been endorsed by industry leaders and everyday parents alike. The Finish Power & Free line is the only dishwashing solution to be recommended as a trusted brand for the cleaning of their feeding and care items by Nuk, a manufacturer of pacifiers and orthodontic bottles. Nuk evaluators declared Finish Power & Free detergents and rinse aid a smarter and convenient way to clean with less harsh chemicals.

In addition, Quantum Power & Free detergent was approved by North America's largest volunteer parent-testing community, Parent Tested Parent Approved (PTPA). As PTPA Parent Tester Tracey Jordan stated after trying the product, "the Finish Quantum Power & Free was great. It cleaned my dishes really well, and I'm glad that it uses less chemicals. I really like the idea of hydrogen peroxide to clean instead of other harsh chemicals."

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