Tide® and Gain® Debut Compacted Powder Laundry Detergent at Target

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Feb 28, 2011, 07:40 ET

CINCINNATI, Feb. 28, 2011 /PRNewswire/ -- The new Tide® and Gain® compacted powder laundry detergents are now available at Target stores nationwide. The new detergents are compacted by one-third, while offering the same number of loads in a smaller box. The compacted powder laundry detergents could help save up to 22 million pounds of total packaging in the U.S. and Canada each year.

"This launch represents P&G's commitment to innovate and improve consumers' lives, while also demonstrating our commitment to sustainable innovation," said Kevin Crociata, P&G Marketing Director, North America Fabric Care. "These new compacted detergents give consumers the same number of loads as our non-compacted powder detergent in a more convenient product that is easier to handle and store."

The new compacted detergents provide the same great cleaning, and in some cases, provide significant performance upgrades. The Tide traditional top-loader formulas have improved stain removal performance over previous non-compacted formulas, while the compacted Gain formulas have new Freshlock™ technology - perfume microcapsules that offer more freshness than before.

The compacted powder laundry detergents offer meaningful benefits for the environment. In the U.S., P&G's compaction of its carton powder laundry detergents could help save up to 2.9 billion liters of water, 4 million GJs of energy and 225,000 metric tons of CO2 equivalents each year.

In addition to the Tide and Gain compacted powder laundry detergents available at Target, P&G will also introduce compacted formulas for Cheer®, Dreft® and Ivory Snow®. The new compacted detergents join other products in the P&G Future Friendly portfolio, such as Tide ColdWater®, PUR®, and Cascade® ActionPacs™, that have been designed to reduce waste, save energy, or save water without a trade-off in value or performance.

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

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE Procter & Gamble