P&G Announces Full Conversion of its Powder Laundry Detergent Portfolio in U.S. and Canada to New Compacted Formula

CINCINNATI, Sept. 7, 2010 /PRNewswire/ -- The Procter & Gamble Company (NYSE: PG) today announced that it is compacting its entire U.S. and Canadian portfolio of powder laundry detergents beginning in February 2011. The move will bring to the market new compacted powder versions of Tide, Gain, Cheer, Dreft, and Ivory Snow brands that will bring meaningful environmental benefits while cleaning the same number of loads using less detergent than non-compacted formulas.

The new compacted detergents join other products in the P&G Future Friendly portfolio, such as Tide ColdWater, PUR and Cascade Action Pacs, that help reduce waste, save energy or save water while offering value and outstanding performance.  The new compacted detergents provide consumers with the same number of loads in a detergent carton that is smaller, resulting in a convenient product that is easy to handle and store. The compacted formulas and smaller cartons also allow for increased efficiency including reduced fuel consumption and a reduction in packaging.

"Powder compaction is a win-win from operations all the way through consumer use," said Len Sauers, VP of Sustainability, P&G.

Powder compaction delivers meaningful benefits for the environment. By compacting its entire carton powder laundry detergent line-up, if consumers dose as recommended, P&G could help save up to 4 million GJs of energy each year, or the equivalent of the energy needed to provide 34 thousand average homes with electricity for a year.

"As Future Friendly products, concentrated powder detergents show how simple choices can lead to meaningful results," said Maurice Coffey, Marketing Director, P&G Future Friendly. "By taking this small step with our consumer, we can create benefits for the environment and ultimately improve consumers' lives."

P&G has taken these consumer benefits one step further -- Tide for traditional top-loading machines will now have improved stain-fighting power, while Gain will deliver a joyful scent experience with more freshness.

In recognition of P&G's long-term and continued commitment to sustainability and its real achievements, the FTSE4Good and Dow Jones Sustainability Index (DJSI) included P&G since their inception, and the Financial Times and Just Means honored P&G with the 2008/2009 Social Innovation Award. Corporate Knights also ranked P&G in the top 15 of its 2010 "Global 100 Most Sustainable Corporations in the World" list. For more information on P&G's commitment to sustainability, visit: www.pg.com/sustainability.

About Future Friendly

P&G's Future Friendly is a program that empowers consumers to save energy, save water and reduce waste, using science, innovation and unique partnerships to achieve meaningful environmental impacts. The P&G Future Friendly program is a direct extension of P&G's long-term commitment and disciplined, science-based approach to environmental sustainability. Through the program, P&G is better able to share these solutions with consumers so they can realize the benefits in their own homes. Sustainability is core to P&G's Purpose to Touch and Improve the Lives of the Worlds' Consumers, now and for generations to come.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE The Procter & Gamble Company