New ARM & HAMMER™ Ultra Power 4X Concentrated Laundry Detergent Packs Tough Stain-Fighting Power In A Smaller, Easy To Use Bottle

EWING, N.J., May 29, 2013 /PRNewswire/ -- New from the makers of ARM & HAMMER™, Ultra Power 4X Concentrated Laundry Detergent is an ultra-concentrated formula that's packed with powerful stain-fighters and two scoops of baking soda to deliver cleaner, fresher clothes than the leading value brand. Packaged in a convenient, smaller and less bulky bottle that is easy to measure and store, Ultra Power is super-concentrated to give you powerful cleaning in every drop. 

(Photo: http://photos.prnewswire.com/prnh/20130529/NY21978 )

"From my work as a trainer, I know that strength can come in even the smallest sizes," said Tracy Anderson, celebrity fitness expert.  "I need a laundry detergent that shares the same principles to help me power through even the toughest stains. ARM & HAMMER™ Ultra Power 4X Concentrated keeps my family's clothes fresh and cleans with the muscle I expect!"

The ultra-concentrated liquid and smaller packaging of Ultra Power 4X Concentrated makes it an environmentally responsible laundry choice.  Compared to ARM & HAMMER™ 2X detergents, the ultra-concentrated liquid requires less water to produce and since the 4X bottles are smaller than 2X bottles, you get more wash loads with less plastic.

"At Church & Dwight the consumer is our top priority and we are always exploring new ways to meet their laundry needs," said Kevin Kuchinski, Vice President, Church & Dwight Fabric Care. "The introduction of Ultra Power 4X Concentrated allows us to expand our laundry portfolio and continue to give consumers what they are looking for – a detergent that delivers tough cleaning power, is convenient, and delivers strong value."

ARM & HAMMER™ 4X detergents come in two varieties: 

• ARM & HAMMER™ Ultra Power 4X Concentrated Refreshing Falls
• ARM & HAMMER™ Sensitive Skin 4X Concentrated Perfume & Dye Free, which is dermatologist-tested to be gentle on sensitive skin.

ARM & HAMMER™ 4X Concentrated detergents are compatible with today's High Efficiency machines (HE) and standard washing machines. Each variety comes in two sizes 45oz (60 loads) from $4.97 and 90oz (120 loads) from $7.83 and is currently available at retailers nationwide.  

About ARM & HAMMER™
For more than 165 years, ARM & HAMMER™ Baking Soda's familiar orange box has been a trusted fixture in both the refrigerator and home. The brand was founded in 1846 when Dr. Austin Church and John Dwight began to produce and sell sodium bicarbonate under the ARM & HAMMER™ brand name.

In 1970, CHURCH & DWIGHT introduced the first non-phosphate laundry detergent.

Today, CHURCH & DWIGHT manufactures a variety of cleaning, freshening and deodorizing products for the home, family and body under the iconic ARM & HAMMER™ brand name.

Media Contact:
Jennifer Borland/Edelman
212-642-7726
[email protected]

SOURCE Church & Dwight Co., Inc.