Companies pitch consumers on cold-water-detergent innovations

09/20/2011 | New York Times (tiered subscription model), The

Manufacturers of detergents with surfactants and enzymes that enable strong performance in cold water are struggling to gain consumer confidence in North America and Europe. Many people stick to the adage that hot water cleans best, even as certain cold-water detergents receive high marks from Consumer Reports, this article says. "In market research, when you ask consumers, they currently don't see the immediate benefit of saving energy," said Henkel executive Thomas Mueller-Kirschbaum.

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New York Times (tiered subscription model), The

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