WHAT'S NEW

W hen Procter & Gamble enters a new category, it is always worth taking notice. Such is the case with P&G's new Fit Produce Rinse. Packaged in a 12 fluid ounce bottle with trigger sprayer, it is designed to "remove up to 90% of unwanted surface residues from chemicals and wax on fresh fruits and vegetables." Copy further indicates "on average, it removes 70% -- twice as much residue as water." The

W hen Procter & Gamble enters a new category, it is always worth taking notice. Such is the case with P&G's new Fit Produce Rinse. Packaged in a 12 fluid ounce bottle with trigger sprayer, it is designed to "remove up to 90% of unwanted surface residues from chemicals and wax on fresh fruits and vegetables." Copy further indicates "on average, it removes 70% -- twice as much residue as water." The Sprayer Pack retails for $1.79, the larger refill for $2.99.

Obviously, there is

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