Sales: $1.6 billion.
Key Personnel: Jeffrey P. Ansell, chairman, president and chief executive officer; Scott Almquist, chief customer officer; Gretchen Crist, chief human resources officer; Brian J. Del Buono, chief legal officer and secretary; Al Drewes, executive vice president, chief financial officer and supply chain; Carlos Linares, chief technology officer; Jeffrey Strong, executive vice president, retailer brands and Canada; Ed Vlacich, executive vice president, national brands.
Major Products: Wisk, All, Surf, Sunlight, Cuddlesoft and Snuggle laundry care.
New Products: All Radiant, All Free Clear Oxi, All Oxi laundry boost, All Free Clear fabric sheets, Snuggle Exhilarations, All Free Clear ultra fabric softener for sensitive skin, All Mighty Pacs, All Small & Mighty Superconcentrated, Snuggle Scent Booster, Wisk Extreme.
Comments: Sales have stalled, but new products continue to roll out of Sun Products. The newest, All Radiant liquid detergent, is designed to restore whites and protect colors over time for 30% less cost than the leading brand, according to Sun. The formula contains Sun’s patented Fiber Shield Technology.
“All Radiant was developed through a deep understanding of the needs of busy families,” said Lora Van Velsor, VP-marketing for All. “We use a national 365-day consumer survey to uncover needs and desires not currently being met by detergents in the category. One of the universal challenges we uncovered was extending the life of clothes, especially for moms with multiple kids in the household. All Radiant is a perfect solution, it not only helps clothes look newer longer but at a great value vs. those more expensive detergents.”
Also new under the All banner are All Free Clear Oxi Mighty Pacs, which is billed as a convenient, hypoallergenic, advanced cleaning solution for those with sensitive skin, as well as All Oxi laundry booster for sensitive skin, which provides an easy stain-fighting boost in the laundry without irritating skin because it is 100% free of dyes, perfumes and chlorine.
In marketing news, Sun Products’ All laundry detergent is teaming up with the Peanuts gang on a multi-year, integrated campaign that kicks into high gear in September with the release of a new Peanuts movie.
Why Snoopy and the rest of the crew? The Peanuts crew has 96% brand awareness with moms, according to Sun Products.
“All skews more towards households with kids than any other laundry brand, so our connection with Peanuts is a natural fit,” said Lora Van Velsor, vice president marketing for all.