Detergent in Silphie carton
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Dawn, America's No. 1 dishwasher detergent, has introduced Dawn EZ-Squeeze, a new upside-down bottle with patented no-flip cap technology. The technology allows the detergent bottle to be turned upside down without leaking - thanks to a self-sealing valve.
Dawn has spent more than five years, hundreds of designs and thousands of hours of testing developing Dawn EZ-Squeeze. This makes it one of the best researched and most thoroughly tested products in the 50-year history of P&G in the washing-up liquid category. During this extensive consumer tests Dawn found that the unique valve design of the packaging not only ensures an unobstructed washing experience. The lack of a lid has also improved ease of use as the bottle can be easily removed with one hand.
New design and new formula
„Detergent bottles are one of the most commonly used household items and should therefore be easy to use - from the first drop to the last. You've probably spent a lot of time shaking, inverting and banging your detergent bottle on the countertop to get the most out of every drop. With Dawn EZ-Squeeze, we wanted to create a Develop dishwashing soap that is quick and easy to use and helps you to leave the sink and get on with your life.“
Guerin McClure, Vice President, North America Dish Care at Procter & Gamble
Easy to handle packaging have quickly become one of the most valued features for home care brands. With Dawn's EZ-Squeeze bottle, the desired amount of soap can be applied directly to dishes with one hand, allowing Dawn's grease-fighting formula to work immediately.
„We have a Gap noticed in the design innovation of washing-up liquid bottles and were thrilled to respond. We are delighted with the incredible response Dawn EZ-Squeeze has already received in our initial tests and can't wait for more people to try this ground-breaking and efficient way of washing dishes.“
Corey Brugh, Senior Engineer, Research & Development, North America Dish at Procter & Gamble
The EZ-Squeeze bottle is not the only upgrade to the product - the Formula has also been updated, to quickly and easily dissolve both everyday grease and stubborn, cooked-on stains, so customers spend less time and resources at the sink. Dawn EZ-Squeeze Effortlessly removes 99 per cent of all grease and food residues, and thanks to the 4 times faster grease cleaning, every bottle is utilised to the last drop. The Dwan EZ-Spueeze bottle is currently being trialled in the USA.
Source: Procter & Gamble
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