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When a little means a lot When shoppers visit their laundry aisle from March 2009 they are expected to see significant changes, as Colgate-Palmolive, who supply more than 40 percent of Australia’s laundry detergents, makes the switch to a range called 2x Ultra Concentrate. All of the company’s detergents Cold Power, Dynamo, Spree, Fab and Hurricane, which are manufactured in Australia, will appear on shelves in new smaller sized boxes and bottles that are half the weight or volume of the current range. “This is an unprecedented change, with our entire range of laundry detergents changing at the same time,” said Colgate-Palmolive’s General Manager Chris Pedersen. “It will effectively revolutionise the look of the laundry aisle.” “Our packaging and our measures will change, but our cleaning performance will remain the same as our customers have come to expect from our products,” Mr Pedersen said. “The benefits are boxes and bottles of detergent that are easier to carry and more convenient when it comes to household storage,” he added. Colgate-Palmolive also says that the move to 2x Ultra Concentrate will generate significant environmental benefits such as less plastic and board used in the manufacturing process and also an estimated 30 million fewer kgs/litres of detergent consumed annually nationwide.1 The change also has the support of the Australian community based environmental body , Landcare Australia. “We support industry innovation which reduces the environmental impacts of products,” said Scott Gibson, Landcare Australia’s Business Development Director. “In this case we’re going to see a reduction in the amount of packaging going to landfill, carbon emission cuts through reduced transport use and a big reduction in the volume of detergents used.” “This is good news for the environment and a great demonstration of the way consumers are able to influence industry direction. We expect the Australian public to respond well to this initiative,” Mr Gibson concluded. “In 2009 Australians will, for the first time with 2x Ultra Concentrate, be able to opt for an innovative, convenient laundry concentrate that gives them world class cleaning results with less impact on the environment,” Mr Pedersen concluded.
* Go in the running to Win 6 months supply of 2x Ultra Concentrate (closes 31st March 2009). 1 *Estimate based on Synovate Aztec National Colgate-Palmolive scan data (Consumption) – Laundry Detergent MAT 23.11.08 Release Date: 10th March 2009 |
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Consumers can be reassured that they are receiving the same value, as the 2x Ultra Concentrate range will be sold with new half size measures that accurately reflect the concentrated cleaning power of the new product. This means that only half the amount of detergent will be required to achieve the same result.