Woolite introduces new formula

PARSIPPANY, N.J. — Woolite, a brand from Reckitt Benckiser, announced the launch of Woolite Everyday with Fiber-Flex technology. The new detergent formula helps protect clothes from fading and maintains the shape of the fabric and the fiber elasticity, the company said.



"We know that protection during the cleaning process is very important to keep your favorite everyday clothes from fading, shrinking and stretching," said Ben Crawley, brand manager for Woolite USA. "Leveraging our expertise in the protection of delicates, we are excited to introduce Woolite Everyday with Fiber-Flex technology that extends the protection and care in the wash to all everyday clothes and not just delicates. Woolite will help preserve the love affair a consumer has for her favorite clothes for up to 20 washes."



The new detergent, available in Sparkling Fresh scent, can be purchased at mass and grocery stores nationwide beginning this month for $8.87 for a 50-fl. oz. bottle and $13.97 for a 100-fl. oz. bottle.