Bleach in Portugal - New Market Research Report
Henkel halted the production of Neutrex in 2011. The company shipped the last units of its bleach product in 2012. Before leaving the chlorine bleach business, the consumer goods giant only ranked number six in Portugal, behind competitors such as Protect & Gamble, Colgate-Palmolive or even Continente stores' private label product. Henkel's decision was strategic, according to a company source. Henkel decided to focus on more specific products such as colour safe laundry bleach.
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