P&G Rolls Out Plant-based Dreft purtouch

Procter & Gamble is rolling out new Dreft purtouch, a 65% plant-based baby detergent that is hypoallergenic and made with naturally-derived ingredients. The formula is free of dyes, chlorine, phosphates, ethanolamine and optical brighteners and is made with 100% renewable wind power electricity at a zero manufacturing waste to landfill site, according to the CPG giant.

The introduction of Dreft purtouch comes at a time when new and expectant parents are making careful choices when it comes to preparing for baby, according to P&G. In fact, a recent survey conducted by Dreft found over half of parents-to-be stated that they began reading labels on products more closely and purchasing more natural food and drinks after discovering that they were expecting a little one. The same study found that 70% of those surveyed were planning to remove potentially harmful objects or products from their home upon their baby’s arrival.

“Whether in their nurseries, their bathrooms or even their laundry room, moms and dads are looking for gentle alternatives for their bundles of joy,” said Mike Frey, Dreft brand manager. “As a trusted brand by families for more than 80 years, we’re excited to add Dreft purtouch to our product line-up to provide those parents who are seeking natural-based products with another baby detergent option. We’re proud to provide them with a gentle 65% plant-based baby detergent that uses renewable materials without sacrificing an effective clean. It’s the next step in our mission to design the best possible detergent for baby while thinking of their future world.”