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PROCTER & GAMBLE BRINGS "NEXT GENERATION" OF LAUNDRY DETERGENTS TO THE MARKETPLACE

 PROCTER & GAMBLE BRINGS "NEXT GENERATION"
 OF LAUNDRY DETERGENTS TO THE MARKETPLACE


New Concentrated Formula and Refills Help Consumers Reduce, Reuse and
 Recycle
 CINCINNATI, OH, Oct. 8 /PRNewswire/ -- The Procter & Gamble Company (NYSE: PG), maker of America's most popular laundry detergent Tide, announced today the "next generation of liquid laundry detergents" through its national expansion of concentrated liquid detergents and refills.
 This "new generation" of laundry products includes concentrated liquid detergents; smaller, more convenient packaging; and the addition of refills to enable consumers to use less product and packaging to meet their laundry needs. The new packaging makes the laundry products easier to carry, re ier to use, contain recycled plastic and are refillable -- which means less solid waste," said A.G. Lafley, president, laundry and cleaning products, Procter & Gamble USA.
 The Ultra detergents will be the first concentrated liquid detergents in the marketplace and include the Tide, Cheer, Era, Dash, Dreft and Ivory Snow brands.
 By using new and more efficient product formulations, Ultras provide more power per drop, giving consumers excellent cleaning performance while using less detergent. This concentration also makes Ultras excellent pretreaters. Research shows that most consumers pretreat their laundry to remove tough spots and stains. Directions for pretreating are included on the Ultra bottles.
 Concentration also reduces the amount of packaging so there is less to throw away. For example, the new 50-ounce bottle uses 20 percent less plastic than the old 64-ounce size it replaces. The detergent bottles are made with at least 25 percent post-consumer recycled plastic. Ultras are available in all brands in 50- and 100-ounce sizes (except for Dreft and Ivory Snow, which are available in a 50-ounce size only). Tide, Dash and Era also are available in 150-ounce sizes.
 Another innovative feature is the addition of a "window" or view stripe to the bottle. It allows consumers to see how much liquid detergent remains and is located on the handle side of the package. This feature complements the popular, patented self-draining closure device and measuring cap.
 The introduction of a detergent refill to the line-up is the first of its kind in the laundry category. Consumers are able to reuse the original detergent bottle of their favorite brand by purchasing a separate refill package. This "packaging system" significantly reduces solid waste.
 The refill package is made from at least 50 percent post-consumer recycled plastic and with 40 percent less plastic packaging than the new, comparable 50-ounce bottle. Liquid refills are available for Tide, Cheer, Era, Dash, Bold and Solo in a 40-ounce size.
 The new Ultra liquid detergent products, packages and refill system were developed based on a "less is more" philosophy. The new products deliver more cleaning performance per ounce and the new packaging reinforces the government's recommendation to "reduce, reuse and recycle." It is estimated that the original bottles and refills will use 5,000 tons of post-consumer recycled plastic each year.
 Both Ultras and refills will begin appearing on store shelves nationally in early November. The new products were tested earlier this year in Colorado and parts of Wyoming, Nebraska, South Dakota and Utah. P&G was the first company to bring compact granule detergents to the U.S. market in 1990.
 Procter & Gamble is a $29.4 billion company that makes and markets a wide range of products for both consumer and institutional use worldwide. P&G sells its products in more than 140 countries.
 -0- 10/8/92
 /CONTACT: Lynn Hailey of Procter & Gamble, 513-983-1975, Lisa Kovitz of Hill and Knowlton, Inc., for 212-697-5600, for Procter & Gamble/
 (PG) CO: Procter & Gamble Company ST: Ohio IN: HOU SU: PDT


SH -- NY030 -- 7746 10/08/92 10:23 EDT
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Publication:PR Newswire
Date:Oct 8, 1992
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