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Cheaper Tide laundry detergent gets a tryout

Procter & Gamble's Tide Basic powder hits shelves in some stores. Also, Bob McDonald succeeds A.G. Lafley as CEO.

July 02, 2009|Associated Press

CINCINNATI — Procter & Gamble Co. is trying out a cheaper version of Tide laundry detergent in a bid to churn up new sales.

Tide Basic is hitting shelves in some 100 stores in the South and Southwest, Cincinnati- based P&G said Wednesday. Spokesman Kash Shaikh said it sells for about 20% less than the regular Tide powder.

The Tide brand has more than $3 billion in annual sales, but it and other P&G products have lost sales as households tighten spending.

Shaikh said Tide Basic is available only in powder form and won't incorporate all the cleaning technologies that regular Tide uses.

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