P&G to introduce lower-priced Tide detergent in U.S.

Sept 4 Wed Sep 4, 2013 10:26am EDT

Sept 4 (Reuters) - Procter & Gamble Co is launching a lower-priced "Tide Simply Clean" liquid detergent for U.S. shoppers, but it is "not very interesting" to current Tide users, Chief Executive A.G. Lafley said on Wednesday.

Lafley said P&G does not expect the new, lower-priced version to pull current Tide users away from the premium-priced detergent. Tide Simply Clean is "not very interesting" to current Tide users, Lafley said during a Barclays conference that was also webcast.

The world's largest household products company faces competition in the lower-priced laundry category from competitors Church & Dwight Co Inc's Arm & Hammer and Xtra. P&G tried a few years ago to appeal to budget-conscious shoppers with a powder detergent called Tide Basic. It was pulled from stores in 2010 after testing.

P&G already sells Tide powder, liquid and Tide Pods capsules. Its Cheer, Era and Gain detergents are geared toward budget-conscious consumers.

Some details of the company's Tide plans were reported by the Wall Street Journal.

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Comments (1)
benzee5 wrote:
First, WHY is it lower price? Is it not as effective cleaning as “real” Tide? What makes it cost less?? Story doesn’t say much.
Second, I’ve always loved Tide but everything’s getting too expensive. Even Gain costs too much now.
Third, Now I make my own detergent. Cleans great and I get many, many gallons for the cost of 1 box of store bought detergent. $10-12 of supplies lasts me (family of 8) for about 9 months or so.

Sep 04, 2013 11:44am EDT  --  Report as abuse
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