Word: presoak
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Dates: during 1969-1969
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Until now, enzymes have been little used in the U.S. except by commercial dry cleaners. Soapmakers feared that American housewives would not have the patience to soak clothes for at least half an hour-and sometimes much longer-before washing them. Apparently the manufacturers were mistaken. The U.S. presoak battle began when P. &G. tested Biz in Syracuse in 1967 and found a surprisingly strong market. Biz and Colgate-Palmolive's Axion then competed in Omaha, the soap industry's other key test market. (Omaha, explains a Colgate official, "tells us what the rest of the world will...
...jumped into a commanding lead largely by moving into more major cities before Biz. The total market now is $60 million a year and growing so fast that other companies are rushing to grab a share. Lever Brothers, the U.S. arm of Unilever, is test-marketing its enzyme presoak, called Amaze. In addition, detergents containing enzyme additives have been introduced by the three biggest soap companies-Gain and Tide XK by Procter & Gamble, Punch by Colgate and Drive by Lever Brothers. Regular Tide, which has been the No. 1 detergent since its introduction in 1947, has been replaced entirely...
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