Sept 4 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
Some details of the company's Tide plans were reported by
the Wall Street Journal.