Sales: $1.6 billion.
Key Personnel: Jeffrey P. Ansell, chairman, president and chief executive officer; Scott Almquist, chief customer officer and president, retailer brands; Gretchen Crist, chief human resources officer; Brian J. Del Buono, chief legal officer and secretary; Al Drewes, chief operating officer and chief financial officer; Carlos Linares, chief technology officer; Ed Vlacich, chief marketing officer and president, national brands.
Major Products: Wisk, All, Surf, Sunlight, Cuddlesoft and Snuggle laundry care.
New Products: All Powercore Pacs, All Fresh Clean Essentials, All Fresh Tropical Mist, All Radiant.
Comments: Sales were flat, which isn’t bad news considering the highly competitive laundry detergent category in which Sun competes. To keep up with some competitors and move ahead of others in April, Sun rolled out All Powercore Pacs and All Fresh Clean Essentials Sulfate-Free detergent.
According to Sun, while consumers love the convenience of single dose laundry pacs, the fastest growing segment in the category, they are not always confident that one little pac can handle their toughest loads. Just last month, P&G advised consumers that if they want to get their clothes really clean, they should toss in an extra Tide Pod or two for really big loads.
Sun’s Powercore Pacs combine liquid and powder in one patented multi-chamber design. The formula is said to deliver All’s stain removal power plus an “astonishing” clean for every load. Powercore Pacs are available in three variants: Oxi, Plus Removes Tough Odors and Plus Restores Whites and Protects Color.
Sulfate-free shampoos created a niche for themselves with hair color users and Sun is counting on finding a similar niche with its All Essentials. The formula is said to be “carefully formulated with proven and effective ingredients to get a powerful clean without the harshness.” It contains sulfate-free surfactants and natural enzymes.