Wal-Mart readies own premium detergent

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Wal-Mart Stores is preparing to roll out a premium private-label laundry detergent in the first quarter of 1999, according to industry consultants. A company spokeswoman denied the report. The new product could be the strongest store brand to date in a $4.4 billion category where private label has only a 2.6% share, according to Information Resources Inc. In a possibly related development, consultant Larry Flink of New Business Perspective, Mamaroneck, N.Y., has contacted New York agencies for a $15 million laundry detergent review involving an unnamed client.

Copyright December 1998, Crain Communications Inc.

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