Church & Dwight Launches Arm & Hammer Power Gel

2010-03-19 | 08:32

Laundry gel combines baking soda and OxiClean stain fighters.

Church & Dwight has rolled out Arm & Hammer Power Gel Laundry Detergent, billed as America's first gel detergent.

This new gel formula has been formulated with “twice the OxiClean stain fighters in every drop” to remove tough stains such as grass, blood, soil, clay, grease, oil and food "after just one wash helping to reduce consumer aggravation," according to company.

"We always hear from families that they want products with superior stain fighting power to make laundering less of a chore," said Kevin Kuchinski, vice president, Church & Dwight Fabric Care.

"We're excited to answer this call by introducing gel technology to U.S. Laundry through the revolutionary new Arm & Hammer Power Gel Laundry Detergent.

Happi first reported on the new gel format last month when Church & Dwight chief executive Jim Craigie outlined some of the company's 2010 introductions at the CAGNY conference in Boca Raton, FL.