New FINISH® Power & Free™ Dishwasher Products Utilize Hydrogen Peroxide Action To Clean With Less Harsh Chemicals

Advanced Detergents and Rinse Aid Solution Deliver a Sparkling Clean with No Chlorine Bleach and Less Fragrances, Dyes

News provided by

Reckitt Benckiser

Feb 12, 2014, 08:30 ET

PARSIPPANY, N.J., Feb. 12, 2014 /PRNewswire/ -- Today, FINISH®, a RB brand, announces a new approach to dishwashing with the launch of FINISH® Power & Free™, a new line of dishwasher products with hydrogen peroxide action. The line of detergents and rinse aid delivers a sparkling clean and amazing shine with no chlorine bleach and less fragrances and dyes than the current base FINISH® products. With the FINISH® Power & Free™ detergents, hydrogen peroxide action micro-bubbles penetrate deep to power away the toughest food messes, leaving your dishes reassuringly clean, even in the hardest water conditions.

(Logo: http://photos.prnewswire.com/prnh/20140212/PH63517LOGO)

"We know that harsh chemicals are a major concern for many consumers, especially moms," said Selim Akis, FINISH® Marketing Director. "Understanding their desire for new ways to clean without sacrificing quality, FINISH Power & Free was developed to harness the cleaning power of hydrogen peroxide with less harsh chemical ingredients."

According to a survey of more than 1,300 moms in partnership with Mom Central, the leading social media consulting firm focused on the Mom Market, three-quarters of moms reported that they regularly choose products because they have less harsh chemicals. Furthermore, nearly two-thirds ranked Performance and Less Harsh Chemicals as top product attributes that would influence their choice of an ideal dishwasher detergent.

"With less harsh chemicals* going into the wash, we are confident that the Power & Free detergents and rinse aid will help provide that reassuring clean moms want while leaving nothing behind but the shine," said Selim Akis.

This proven value and quality has been endorsed by industry leaders and everyday parents alike. The Finish® Power & Free™ line is the only dishwashing solution to be recommended by NUK®  as a trusted brand for the cleaning of their feeding and care items. Evaluators from the #1 manufacturer of pacifiers and orthodontic bottles have declared Finish® Power & Free™ detergents and rinse aid a smarter and convenient way to clean with less harsh chemicals.

In addition, Quantum® Power & Free™ detergent was approved by North America's largest volunteer parent-testing community, Parent Tested Parent Approved (PTPA). As PTPA Parent Tester Tracey Jordan stated after trying the product, "the Finish Quantum Power & Free was great. It cleaned my dishes really well, and I'm glad that it uses less chemicals. I really like the idea of hydrogen peroxide to clean instead of other harsh chemicals."

The Power & Free™ approach to dishwashing has earned the recognition and approval of leading industry and parent organizations, making it one of the highly awarded new product lines for your dishwasher:

FINISH® Power & Free™ is now available at retailers nationwide. The line includes: 

  • Quantum® Power & Free™ dishwasher detergent's three-chamber capsule features powerful cleaning ingredients with Hydrogen Peroxide Action to attack the toughest food stains and leave a brilliant shine.
  • All-in-1 Powerball® Power & Free™ dishwasher detergent has powerful ingredients with Hydrogen Peroxide action that lift tough stains and attack 24-hour stuck on food; gently scrubbing dishes and glasses sparkling clean.
  • Jet-Dry® Power & Free™ rinse aid works during the rinse cycle to protect against spots, film, and residue.

*vs. FINISH base product

For more information on FINISH® Power & Free™ and how to get the most out of your dishwashing, visit www.finishdishwashing.com.

About Reckitt Benckiser
Reckitt Benckiser (RB) is a global consumer goods leader in health, hygiene and home.

With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Today, it is the global No. 1 or No. 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global powerbrands including Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Airwick, and French's. RB has close to half of its revenues coming from its two emerging market areas and just over half from its developed market area. Over 70% of core revenues come from the health and hygiene categories of the portfolio.

RB people and its culture are at the heart of the company's success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in sustainability, where the company has reduced its carbon footprint by 20% in five years and is now targeting to deliver a 1/3 reduction in water impact, 1/3 further reduction in carbon and to have 1/3 of its net revenue coming from more sustainable products by 2020. RB is also the Save the Children charity's largest FMCG global partner, with a new partnership vision to radically reduce the world's second biggest killer of children under five, diarrhea. RB has been recognized as a sustainability leader in the CDP Global 500 Carbon Performance Leadership Index and received a 2013 Sector Mover Sustainability Award in the 10th Sustainability Yearbook.

The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs about 36,000 people worldwide.

For more information, visit www.rb.com.

SOURCE Reckitt Benckiser

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