Stains Are No Match for America's First Gel Laundry Detergent

PRINCETON, N.J., March 18 /PRNewswire/ -- Americans everywhere are getting "Gel-ous" over ARM & HAMMER® Power Gel Laundry Detergent, America's first gel detergent. This new gel formula is "armed" with twice the OxiClean® stain fighters in every drop, grabbing even the toughest stains to lift them away. For years, Americans have been reaching for gels to do the tough jobs around the home, from the kitchen to the medicine cabinet.  Now, for the first time ever, ARM & HAMMER(R) Power Gel is bringing gel technology to laundry detergent, for superior stain-fighting.

When it comes to laundry, Americans' number one frustration is removing stains(1). And, the Association of Home Appliance Manufacturers estimates the average American family spends 12 to 15 hours each week doing laundry. With all this laundry piling up, ARM & HAMMER® Power Gel Laundry Detergent will hammer out the toughest stains like grass, blood, soil, clay, grease, oil and food after just one wash helping to reduce consumer aggravation. ARM & HAMMER® Power Gel Laundry Detergent saturates and penetrates stains to give clothes a deep-down clean. It can even be used to pre-treat.

"We always hear from families that they want products with superior stain fighting power to make laundering less of a chore," said Kevin Kuchinski, Vice President, Church & Dwight Fabric Care. "We're excited to answer this call by introducing gel technology to U.S. Laundry through the revolutionary new ARM & HAMMER® Power Gel Laundry Detergent."

Say Goodbye to Tough Stains

The new gel formula in ARM & HAMMER® Power Gel Laundry Detergent is unique since it unites trusted ARM & HAMMER® Baking Soda with the strength of twice the OxiClean® stain fighters. This powerful combination works by removing odor and grabbing and eliminating even the toughest stains. The gel detergent easily dissolves in the wash and rinses clean, without leaving residue behind.

ARM & HAMMER® Power Gel joins the full line of ARM & HAMMER® fabric care products that treat stains, soften clothes and meet various laundry needs. New ARM & HAMMER® Power Gels are available in two varieties: ARM & HAMMER® Plus OxiClean® Power Gel Laundry Detergent and ARM & HAMMER® Essentials® Power Gel Laundry Detergent.

• ARM & HAMMER® Plus OxiClean® Power Gel Laundry Detergent is the latest addition to the popular line of ARM & HAMMER® Plus OxiClean® products, the only line of detergents to combine the proven cleaning and freshening power of ARM & HAMMER® Baking Soda with supercharged OxiClean® Stain Fighters in every drop.
• ARM & HAMMER® Essentials® Power Gel Laundry Detergent joins the ARM & HAMMER® Essentials product line, which harnesses the natural power of ARM & HAMMER® Baking Soda and biodegradable plant-based soaps to remove tough stains and eliminate odors. ARM & HAMMER® Essentials® Power Gel Laundry Detergent provides powerful cleaning and a natural fragrance that leaves clothes smelling refreshed.

ARM & HAMMER® Power Gel Detergent is available now at retailers nationwide in 55 oz. and 110 oz. bottles. The suggested retail price ranges from $4.97 to $8.97.

For more information, visit www.armandhammer.com.  

(1) 2008 Baker Street Detergent Study and Attitude & Usage

About ARM & HAMMER®

For more than 155 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.

SOURCE ARM & HAMMER(R)