P&G to launch ‘miracle’ water purifying powder

Procter & Gamble is using its expertise in the laundry detergent sector to launch a powder that aims to make water safer to drink in third-world countries.

Procter & Gamble is using its expertise in the laundry detergent sector to launch a powder that aims to make water safer to drink in third-world countries.

The owner of Ariel and Fairy brands has developed a powder which, when poured into water, “seizes and separates contaminants”. These later form a visible sediment.

The consumer can then pour this water through a filtering cloth for clean storage and dispensing.

P&G, which says that chlorine alone is not enough to disinfect drinking water, is waiting to patent its safe-drinking water system.

A P&G study, conducted with the help of the US Centres for Disease Control and Prevention (CDC), claims that water treated with the P&G system was at least as germ-free as water treated with chlorine and those who used the P&G system were twice as likely to judge their water as clear compared to people who used chlorine alone.

The household-goods giant says the system will be affordable even for low-income consumers.

A US spokesman for P&G says: “This initiative fits very well with our corporate strategies for competing effectively in the developing world, as well as enhancing sustainable development. Both are viable to our company for our long-term interests and growth.”

It is unclear how the company plans to market the product in developing nations.

In 1999, P&G acquired Recovery Engineering, which makes the PuR brand of home filter devices. The company says that its system for purifying water in the developing world is based on a combination of P&G’s expertise in water management and PuR technology.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here