• Cincinnati Enquirer, Thursday, June 17, 2010 10:26 AM

For the first time in more than 10 years, Tide is reformulating nearly all of its liquid detergents with a secret sauce of three new ingredients that removes and prevents stains better, according to CFO Jon Moeller. Tide ActiLift ships next month.

There will also be "formula upgrades" to Tide's and Gain's powered detergents, Dave Holthaus reports, and the packages will be a third smaller than they are now starting next February.

As far as the price war going on in Wal-Mart stores -- with a 50-ounce bottle of Tide selling at about 40% less that its usual price -- Moeller contends the cuts are all Wal-Mart's doing. "Any disproportionate pricing is something they're choosing to fund," he says.

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