P&G expands compacted detergents portfolio

CINCINNATI Shortly after announcing the expansion of its Future Friendly initiative, Procter & Gamble said that it is compacting its entire U.S. and Canadian portfolio of powder laundry detergents beginning in February 2011.

The new compacted detergents provide consumers with the same number of loads in a detergent carton that is smaller, resulting in a convenient product that is easy to handle and store. The compacted formulas and smaller cartons also allow for increased efficiency, including reduced fuel consumption and a reduction in packaging.

Joining the compact detergents portfolio — which include Tide ColdWater, PUR and Cascade ActionPacs — are Tide, Gain, Cheer, Dreft and Ivory Snow brands.

"Powder compaction is a win-win from operations all the way through consumer use," said Len Sauers, VP sustainability at P&G.

Added P&G Future Friendly marketing director Maurice Coffey: "As Future Friendly products, concentrated powder detergents show how simple choices can lead to meaningful results. By taking this small step with our consumer, we can create benefits for the environment and ultimately improve consumers' lives."