P&G Rolls Out Double Duty Detergent

The Procter & Gamble Company announced that beginning in September, it would convert its entire portfolio of liquid laundry detergents to a “2X” concentrated formulation.

The move will mean a full replacement of the company’s liquid laundry detergent lineup with a new “2X” or 50% compacted version, and will include the brands Tide, Gain, Cheer, Era and Dreft. The company will begin the North American rollout of the new compacted detergents in the Southern U.S. and Puerto Rico in September 2007 and will complete the full conversion by April 2008 in the Northeast and Canada.

The new concentrated detergents provide consumers with the same number of loads in a detergent bottle that is half the size, resulting in a more convenient product that is easier to carry, pour and store. The compacted formulas and smaller bottles also allow for increased efficiency across the entire supply chain, including reduced fuel consumption and warehouse space usage, as well as a reduction in the amount of packaging. Furthermore, the new formulas also use up to 44% less water than before while still offering the same number of loads.

“We view sustainability as an opportunity and stimulus to innovate, to improve consumers’ lives, while also making important contributions to environmental quality and society,” said Peter White, director of corporate sustainable development for Procter & Gamble, in a statement to the media.

Procter & Gamble recently conducted a six-month test of the new detergents in the Cedar Rapids market, which wrapped in April 2007. Consumer awareness of the compacted products reached 65% in the first 12 weeks of the test market effort, indicating that consumers would be receptive of the shift to concentrated detergents.

“We were very energized by the positive results of this test market,” said Paul Vraciu, P&G fabric care brand manager. “After our testing, we now understand that with the right education and communication around 2X concentrated products, our consumer will welcome this change. We have seen them understand and appreciate the convenience and the environmental benefits that compaction provides while continuing to deliver an equal number of loads per bottle.”

“Concentrated laundry products represent another example of how the cleaning product industry, through groundbreaking research, collaboration with ingredient and packaging suppliers, and innovative manufacturing practices, is living out its commitment to deliver valuable products to consumers while reducing their environmental impact,” according to The Soap and Detergent Association (SDA).