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Procter and Gamble recently launched a pod-type delivery system using its Ariel laundry detergent in parts of Europe. The launch followed a similar release, Persil Bio Gel Caps by Henkel. These new products mimic pod-based innovations seen in the automatic dishwashing segment. In both industries, pod-based delivery creates multi-functionality and adds value for money. For instance, laundry pods might claim usage as a detergent, stain remover and brightener. However, it may be an uphill battle for companies using pods because consumers are still leery of pods’ functionality.
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