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Procter & Gamble launches "Tide Basic"

Procter & Gamble is testing sales of a new, cheaper type of Tide laundry detergent called Tide Basic, the Associated Press reports.


The product is on shelves in the southern and southwestern states for a trial run at 100 Wal-Mart and Kroger stores. It costs 20 percent less than regular tide, comes only in powder form and lacks the advanced cleaning technologies marketed with premium Tide.

It is an attempt to attract new consumers who do not normally purchase Tide, as well as a bid to hang onto loyal consumers who might be tempted to switch to a lower-priced brand amid the recession.

---Samantha Maziarz Christmann


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