Concentrated clean

Another updated new product is entering the laundry detergent category. Clorox is shrinking its typical 96-oz. bleach bottle by one-third, to 64 oz. The smaller sized Clorox concentrated regular bleach is easier to pour into the small compartments in high-efficiency washing machines. 


Concentrating the formula means that packaging can be smaller, creating less environmental waste, not to mention reducing the company’s shipping costs. Clorox plans to spend $80 million marketing the new liquid bleach in the first year of the rollout, a 30% increase to a typical year. The new product will be available in limited markets beginning in August.