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P&G to roll out cheaper version of Tide

7:24 PM, Sep. 4, 2013  |  Comments
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Procter & Gamble will introduce a lower-priced version of Tide in 2014, a liquid detergent called "Tide Simply Clean and Fresh," as it seeks to attract shoppers on a budget.

P&G, the world's largest consumer product maker, is known for its premium products like Tide and Bounty that cost more than competitors but are perceived by customers to be of higher quality.

But as growth in developed markets has slowed and P&G expands in emerging markets, the company has been working to become more balanced in its offerings, with more goods at both the low and high end of the price spectrum.

"There are consumers for whom a lower price is a more critical element of their personal value equation," said CEO A.G. Lafley at a Barclays conference in Boston on Wednesday. "We need to have brands and products that are relevant for them as well, and we increasingly will."

Tide Simply Clean and Fresh is one of a number of new detergent products P&G plans to introduce in February 2014, Lafley said at the conference. Other new products include a new Tide Plus collection that updates all existing liquid Tide detergents; Tide Ultra Stain release, which can be used both as a pretreatment for stains as well as as a detergent; extra-large tubs of Tide Pods; single-dose units of Gain detergent; and Tide Oxy, a stain remover that can be used on laundry as well as around the house.

Procter & Gamble has a paper mill at 501 Eastman Ave. in Green Bay and employs 862 people here.

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