Another updated new product is entering the laundry detergent category. Clorox is shrinking its typical 96-oz. bleach bottle by one-third, to 64 oz. The smaller sized Clorox concentrated regular bleach is easier to pour into the small compartments in high-efficiency washing machines.
Concentrating the formula means that packaging can be smaller, creating less environmental waste, not to mention reducing the company’s shipping costs. Clorox plans to spend $80 million marketing the new liquid bleach in the first year of the rollout, a 30% increase to a typical year. The new product will be available in limited markets beginning in August.
Increased performance cleans up in detergents
Laundry detergent manufacturers are betting that consumers will pay more for products that offer increased convenience and better performance. A number of new products that have entered the market recently have brought innovation and excitement to a flat category that hasn’t seen much change in three decades.
In the first quarter, Procter & Gamble introduced Tide Pods, three-chamber capsules that clean, fight stains and brighten, all in one premeasured product. Tide Pods retail for 25% more than traditional liquid detergents. The Sun Products Corp. followed with the introduction of All Mighty Pacs, a similar all-in-one capsule that also carries a higher retail price.
Other introductions followed, including Church & Dwight’s Arm & Hammer Power Pak and Dial Corp.’s Purex UltraPacks. The Purex brand had a big hit last year with Purex Complete Crystals fabric softener, which features new technology. Despite a higher retail price than traditional liquid softeners, the product became a huge success.
The article above is part of the DSN Category Review Series. For the complete Household Cleaning Buy-In Report, including extensive charts, data and more analysis, click here.
Mars Chocolate is extending its classic Milky Way franchise further into the ice cream category with new Milky Way chocolate ice cream bars. The bars are made with chocolate ice cream, a layer of caramel and are covered with a smooth milk chocolate coating to deliver the classic Milky Way bar taste.
Mars is promoting the new product using its limited-edition Milky Way chocolate ice cream truck, which will make stops at events across the country this summer. Actor Kunal Nayyar, who plays an astrophysicist on the popular sitcom “The Big Bang Theory,” helped unveil the truck in June.