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The company that popularized the laundry pack category in the US is back with fabric softeners in convenient, easy-to-handle, single dose forms.
By: Tom Branna
April 2, 2012
Years before there were Pods, there were Dropps. Back in 2005, Jonathan Propper, CEO of Cot’n Wash Inc., Philadelphia, listened to his wife complain about lugging laundry detergent bottles and measuring cups up and down basement steps. He knew he could find an easier way. Propper’s “Aha!” moment led to the development of Dropps Laundry Pacs and the birth of an entirely new laundry category. Besides making laundry loads lighter, Dropps also reduces the formula’s impact on the environment by eliminating plastic jugs and cardboard boxes. At the same time, the detergent contains plant-based surfactants, and works well in cold water and in high-efficiency washing machines. Seven years after Propper solved his wife’s problem, Procter & Gamble is using its marketing might to sway consumers to try individual detergent packs—and the Cot’n Wash founder couldn’t be happier. He’s even unperturbed by the fact that Sun Products has rolled out its own single-use laundry detergent with All Mighty Pacs. “It takes a multinational to educate the consumer about the benefits (of a new product form),” he told Happi. “We’re a private company with limited resources. The (Tide Pods) launch means good things for my company.” Good things for Propper and the entire industry as P&G brass insist that the launch of Pods will create a $300 million segment within the multibillion dollar US laundry care category—a segment which has fallen on hard times in recent years as cash-strapped consumers opt for low-priced, value formulas. According to data from SymphonyIRI, Chicago, sales of heavy-duty detergents fell 5.6% to $4.3 billion in food, drug and mass merchandisers last year. Aside from their ease-of-use, Dropps are promoted for their gentleness. The formula is enzyme-free, which keeps fabrics vibrant and soft, according to the company. “Clothes don’t get all that dirty anymore. Most clothes don’t get stained either,” Propper explained. “All you need to do is refresh clothes and clean them. Enzymes are very effective, but they also break down fibers and can irritate skin.”
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