Your articles “P&G axes big box powders” and “New tactics cut soap giants down to size” (MW September 13) painted a grossly misleading picture.
It is simply not true to say that P&G is moving to axe the so-called “big box” powders. These regular powders remain an integral part of our powder line-up and will continue to do so as long as there is consumer demand for them.
What we are doing is making consumer choice easier between compact powders and their regular equivalents by introducing a simple 2:1 ratio between regular and compact detergent powders and like-for-like pricing between the matching powders. This is necessitating some rationalisation of pack sizes in the regular and compact line ups to facilitate the required 2:1 ratio, but does not mean the end of “big box” powders from P&G.
R W Johnson
Director corporate affairs – UK
Procter & Gamble