Packaging Digest

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 consumers powerful cleaning in every drop.

"From my work as a trainer, I know that strength can come in even the smallest sizes," says 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, consumers 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," says Kevin Kuchinski, VP, 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, Ultra Power 4X Concentrated Refreshing Falls, and Sensitive Skin 4X Concentrated Perfume & Dye Free, which is dermatologist-tested to be gentle on sensitive skin.

Each variety comes in two sizes, 45oz (60 loads) from $4.97 and 90oz (120 loads) from $7.83, both available at retailers nationwide.

Source: Church & Dwight