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The Associated Press September 27, 2010, 9:21AM ET

Procter & Gamble rolling out new Tide product

Procter & Gamble Co. is adding a new product to its Tide laundry cleaner line that is supposed to keep linens white while preserving fabric strength, potentially saving customers money.

The consumer products maker said Monday that its Procter & Gamble Professional unit is launching Tide Professional Whiteness Enhancer, a non-bleach product aimed at paring linen replacement costs due to worn fabrics.

The product comes at a time when more and more people and businesses are keeping a close eye on their spending due to economic uncertainty.

Procter & Gamble said by using the new product, fabrics should stay strong for longer periods of time because of its near-neutral pH system. The system helps "preserve fabric fibers instead of breaking them down like standard alkaline laundry products," Eric Hetrick, P&G Professional North America commercial director, said in a statement.

Procter & Gamble, based in Cincinnati, has other consumer products including Gillette shavers, Pampers diapers, Crest toothpaste and Pantene shampoo.

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