Procter & Gamble has developed a new category of products under the Tide umbrella. Its new Tide Stain Release wash additive, launched nationally in August, helps remove tough stains the first time, when added to regular detergent in the washing cycle.

Three product formats are available, including powder in a custom-designed twin-pack of HDPE canisters unitized in a shrink sleeve, a liquid in a tall, curved PP bottle with a PET pour spout and what P&G calls the Duo Pac standup pouch made of a PET/LLDPE laminate, which incorporates water-soluble packets of liquid and powder combined that can be dropped into the washing machine.

The proprietary, bright orange collection of packages, which prominently displays the circular Tide logo, maintains Tide’s brand equity visually but has several twists structurally. “As the leader in clothing care, we wanted to create an additive that lives up to the Tide standard of clean,” states Sarah Pasquinucci of P&G External Relations. “With laundry detergent, consumers have particular forms of cleaners that they prefer—some like liquids and some like powders. This liquid can be used as a pretreater. We are also launching a Duo Pac, which is the best of both liquid and powder, combined in a convenient package form.” Suggested retail prices range from $3.99 for a 10-count pouch of the DuoPacs to $11.99 for the 50-oz package of powder.