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Henkel doubling production of Purex Complete crystals softener to meet consumer demand

BY Allison Cerra

SCOTTSDALE, Ariz. — Consumer demand has prompted Henkel to double production for one of its Purex products.

The company, which introduced the Purex Complete Crystals softener earlier this year, said that its plants have operated at full capacity since the launch of the in-wash fabric softener to keep up with the unprecedented demand.

To mitigate the number of product shortages until August, Henkel announced that it would suspend production of Purex Complete Crystals softener’s Tropical Splash variety, which is 1-of-3 scents the brand produces.

Thanks to its latest innovation, Henkel reported that it already posted sales of nearly $20 million, despite experiencing a three-year decline in the fabric softener category before 2011.

Eric Schwartz, VP marketing for Henkel North America’s laundry care business, said that as consumer demand drove beyond the planned rate of production, the company chose to increase production accordingly. "The shortage is only temporary, but in the meantime, we’re working nonstop to provide retailers and consumers with the resources necessary to help them during this shortfall of inventory," Schwartz said.

Henkel also has launched a mobile application, the CrystalsFinder mobile app, which helps consumers identify stores that currently are selling the Purex Complete Crystals softener. The service is available at CrystalsFinder.com.

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Clorox pushes Ingredients Inside program with upcoming mobile app, website

BY Allison Cerra

OAKLAND, Calif. — In an effort to provide consumers with on-the-go access to product ingredient information, Clorox is slated to debut a new mobile app and website.

Plans for the mobile app and website were previewed at the Sustainable Fragrances conference in Washington, D.C., on Thursday, where the company further emphasized its commitment to product ingredient transparency via its Ingredients Inside program.

The mobile website will allow easier on-the-go access to Clorox’s Ingredients Inside information by offering content and functionality optimized for mobile device use, while the mobile application — initially focused on iPhone users — will allow consumers to use their smartphones to scan a product UPC code and instantly be taken to that product’s ingredient listing.

For more information on Clorox’s Ingredients Inside program and other corporate responsibility initiatives, visit CloroxCSR.com.

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Winn-Dixie introduces bottled water to benefit Wounded Warrior Project

BY Allison Cerra

JACKSONVILLE, Fla. — Winn-Dixie is looking to raise funds for a nonprofit organization that helps veterans injured in the wars in Iraq and Afghanistan.

The retailer said that it is reintroducing a commemorative bottled water to raise funds for the Wounded Warrior Project. For every 24-pack sold through the 4th of July weekend, 10 cents will be donated to the organization, up to a total of $100,000.

This marks the second year Winn-Dixie is selling the specially packaged water to assist WWP.

“The proceeds from this program will help injured veterans regain what they have lost in service to our country,” Winn-Dixie group VP marketing Mary Kellmanson said. “This is an excellent opportunity for Winn-Dixie and our guests to show support for the brave men and women who’ve dedicated their lives to defending freedom.”

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