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P&G ends test of Impress plastic wrap

Published on .

Procter & Gamble Co. is ending its test market of Impress plastic wrap in Grand Junction, Colo., with no announced plans for rolling the brand nationally. P&G had planned to roll the brand out in the U.S. this spring. In a conference call with analysts last month, President-CEO A.G. Lafley said the company needs to better time rollouts to match company resources and did not name Impress among products to be launched by June 30. P&G will consider selling some brands it has test-marketed to other companies, Chief Financial Officer Clayton Daley said last year, but Impress does not appear to be among them, according to an executive familiar with the company's plans, who said P&G still has plans for the product. A P&G spokesman would not comment on plans to roll out or sell Impress. BCom3 Group unit D'Arcy Masius Benton & Bowles, New York, handles the brand.

Copyright February 2001, Crain Communications Inc.

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