New affresh® Helps Protect the Environment While Cleaning Your Dishwasher

BENTON HARBOR, Mich., March 15, 2012 /PRNewswire/ -- With increased national emphasis on environmentally friendly home products, affresh® brand is leading the way by introducing its first product to be recognized by the EPA's Design for the Environment (DfE) program. This program is designed to help consumers quickly identify and choose products that can help protect the environment and are safer for families. The chemistry used in the new formula of affresh® Dishwasher Cleaner uses environmentally safer ingredients and offers improved cleaning performance to help remove mineral residue in dishwashers.  

(Logo: http://photos.prnewswire.com/prnh/20111208/DE19241LOGO )

In developing its new formula, affresh® brand incorporated consumer feedback to help improve the cleaner, making it safer for the environment and more effective than other cleaners. It's the only dishwasher cleaner with a unique, performance-enhancing puck design to clean your dishwasher WHILE cleaning your dishes throughout the normal dish-cycle routine. As an added bonus, the new formula does not have the lemon scent familiar to the original cleaner. Consumers spoke, we listened and we improved.

"It was very important that we created a product that was not only easy and effective to use, but also safer for the environment. The new washer cleaner carries the DfE label, a recognition that enables consumers to identify products that help protect the environment," said Wendeline Ortiz, product manager, affresh® brand. "Not only did we listen to consumer feedback on the old dishwasher formulation, we invested in development and reformulation to ensure the affresh® Dishwasher cleaner helps protect the environment without compromising its cleaning performance."

All it takes is a monthly cleaning to keep a dishwasher looking like new. The new affresh® Dishwasher cleaner formulation can be found at national home improvement stores, such as The Home Depot, homedepot.com and select local grocery stores. For more information on affresh® Dishwasher cleaner, please visit our website at www.affresh.com.

*based on manufacturer recommendations

About affresh™ Cleaners 
The affresh® brand of products are formulated to help keep appliances operating at peak performance, when used in conjunction with a regular maintenance routine as indicated in the appliance's Use & Care Guide. First introduced in 2007, the product portfolio has evolved to include washer cleaners, dishwashers and garbage disposal cleaner, and a new line of cleaners designed to help clean everyday kitchen food spills and stuck on residue. Affresh products are owned and distributed by Whirlpool Corporation, the world's leading manufacturer and marketer of major home appliances, with annual sales of approximately $19 billion in 2011, 68,000 employees, and 66 manufacturing and technology research centers around the world. Affresh™ cleaners can be found at Best Buy, Wal-Mart, Target, Lowes, The Home Depot, and other local retailers. For more, visit www.affresh.com.

SOURCE affresh