CONCENTRATED EFFORT

Concentrated powders are retaining their powerful hold on the laundry detergent aisle, as the Ultra formulations add even more definition to the premium category.Some retailers told SN the newest wave of Ultra products, Ultra 2, are the latest rage. "Ultra 2 is the way everything is going. [All stores] have an Ultra 2 with most of their stockkeeping units," said Jeff Shuler, merchandising technology

Concentrated powders are retaining their powerful hold on the laundry detergent aisle, as the Ultra formulations add even more definition to the premium category.

Some retailers told SN the newest wave of Ultra products, Ultra 2, are the latest rage. "Ultra 2 is the way everything is going. [All stores] have an Ultra 2 with most of their stockkeeping units," said Jeff Shuler, merchandising technology manager at K-VA-T Food Stores, based in Grundy, Va.

"People have adapted to

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