Whirlpool Corporation Rolls Out Swash Laundry Detergent On Amazon

Kitchen and laundry appliance company Whirlpool Corporation is rolling out its Swash liquid laundry detergent, which is now available exclusively through Amazon.

The rollout of the product represents the firm’s entry into the liquid laundry detergent space, according to a Wednesday (Nov. 11) announcement.

Swash dispenses the detergent for consumers with its “Precision Pour Cap.” As a result, consumers only pour the amount of product they require.

The “ultra-concentrated” formula gets four times more loads with the same quantity of a “traditional 2x detergent,” according to the company.

Swash Senior Brand Manager Danielle Antonelli said the company discovered that many individuals wash attire with the misguided notion that a greater quantity of detergent leads to cleaner clothes.

However, Antonelli noted that utilizing more detergent than required can leave residue on attire and build-up in a consumer’s washer as time goes on.

“We saw a real need to provide consumers with a product that makes it easy to get the right amount of detergent for every load while also helping boost your washer’s ability to fight stains,” Antonelli said.

Whirlpool Corporation had roughly $20 billion in yearly sales, 77,000 staffers and 59 manufacturing and tech research hubs last year, according to the announcement.  The firm markets the Maytag, KitchenAid and Whirlpool brand names, among others.

The news comes as P&G, Pepsi and other consumer packaged goods (CPG) brands are continuing their push toward direct-to-consumer sales.

Recent earnings calls and other developments indicate that even though CPG firms averaged approximately a 5 to 10 percent sales increase in Q3, they’re also examining the D2C area for future growth.

P&G’s sales were up 6 percent for Q3, and Vice Chairman Jon Moeller said on the firm’s Q3 earnings call that it is aiming to be channel-agnostic and let shoppers select their product delivery preferences.

“If they choose to shop in eCommerce, we’ll win. If they choose to shop in brick-and-mortar, we’ll win. If they choose a hybrid shopping experience like click and collect, if we’re appropriately positioned, we should do very well,” he said. “Within that, D2C clearly can play a role.”