Dramatic twist as American multinational removes phosphates from its laundry products

Procter and Gamble announces surprise move within 24 months

In an unprecedented move expected to have far-reaching twists and turns in its consumer goods industry worldwide, American multinational Procter and Gamble has announced that it will obliterate phosphates from all its laundry detergents within 24 months.

The change applies to brands including Ariel, Tide, Ace and Bonux, providing consumers with superior cleaning performance, whilst maximizing the conservation of precious resources.

Gianni Ciserani, Group President of Global Fabric and Home Care said: “Our strong commitment to innovation, research and development has allowed us to improve the performance of our laundry products while also eliminate phosphates.We believe that action speaks louder than words in the area of sustainability. Through hard work and commitment, we are continuously innovating to make it easier to care for the world on wash day.”

Procter and Gamble has been gradually reducing the consumption of Phosphates since 2005. By the time the above laundry reformulations are fully implemented, Procter and Gamble will have eliminated close to half a million metric tons per year compared to its peak consumption during calendar year 2005.

Mr Ciserani continued: “This is just the start of a series of solutions we are developing to make it easier for people to make a small change that can have a positive impact on our world�" for a cleaner today and a brighter tomorrow.”

Len Sauers, Vice President for Global Sustainability at P and G commented: “Our size and scale provide us with a unique opportunity to make a difference when it comes to changing consumer behavior. With this very concrete action of our Fabric Care Business as well as those to follow, we intend to improve the quality of people’s lives today and for generations to come”

In Kenya, Ariel has been in the market since 2009 and currently holds a 23 percent market share in the detergent category.

ABOUT PROCTER AND GAMBLE

Procter and Gamble serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella® and Whisper R