ROCHESTER, N.Y. — Wegmans Food Markets here is putting a new spin on its private-label liquid laundry detergent with a concentrated version that's packaged in a smaller container, but cleans the same number of loads.
The new Wegmans Advanced detergent may be launched sometime next year, Mary Ellen Burris, Wegmans' senior vice president of consumer affairs, wrote in a consumer column.
Wegmans' plans come at a time when ultra-concentrated liquids are the big trend in the liquid business. The compacted versions are packaged in plastic bottles that are half or less the size of their traditional 100-ounce counterparts. Most are touted as being able to clean the same number of loads — about 32 — with a lesser amount of liquid. Marketers are producing the smaller versions by taking out up to half the water.
“Watch for these new products, read the directions, and adjust the amount you pour into the tub,” Burris advises.
Unilever was the first big marketer to tap into the trend with its new All-brand “Small & Mighty,” a 32-ounce bottle that contains enough detergent to clean 32 loads.
Unilever so far has the smallest bottle, which is 10 inches high. Most other marketers are testing “2X” versions, meaning they are 50% smaller than the 100-ounce sizes.
