Dawn’s new dish soap bottle is 5 years in the making

Dawn EZ-Squeeze features an inverted bottle with a self-sealing valve at the bottom

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Dawn has launched a new bottle that helps customers dispense dish soap easier and mess-free.

Called Dawn EZ-Squeeze, the new container has a “patented no-flip cap technology” that allows it to stand upside-down on its cap and dispense dish soap from the bottom. Now available at major retailers starting at $2.84, the new container also features a self-sealing valve that prevents the soap from leaking.

“Dish soap bottles are one of the most-used household items, so they should be easy to use – from the first drop to the last,” Guerin McClure, Vice President, North America Dish Care at Procter & Gamble, said in a statement. “You’ve likely spent time shaking, flipping, and banging your dish soap bottle on the countertop in a messy attempt to make the most of every drop. With Dawn EZ-Squeeze we wanted to create a dish soap that was designed to be fast and easy, helping you get away from the sink and on with your life.”

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Dawn EZ-Squeeze is five years in the making. The development of the new bottle involves hundreds of designs and thousands of hours of testing before the final product hit store shelves. In fact, Procter & Gamble, the manufacturer of Dawn, said in a press release that Dawn EZ-Squeeze is one of the “most researched and rigorously tested products” in its 50-year history within the dish soap category.

After extensive testing, Dawn found that the new bottle’s unique valve design not only delivered a “mess-free experience,” but the lack of the traditional cap “improved ease of use for populations who had challenges with existing bottle designs since it could be dispensed easily with one hand.”

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In addition to the bottle upgrade, the formula of the dish soap has also been improved. The updated Dawn dish soap formula helps dissolve both everyday grease and tough, cooked-on messes quickly and easily, allowing people to spend less time and fewer resources at the sink. The new and improved formula claims to effortlessly remove 99% of grease and food residues and, with 4x faster grease-cleaning, people will get the most value out of every bottle until the very last drop.

Dawn EZ-Squeeze is P&G’s latest periodic innovation for the dish soap brand to try to boost its sales. Dawn EZ-Squeeze follows the 2020 launch of Dawn Platinum Powerwash Dish Spray, which was designed for today’s consumer habits. P&G explained at the time that more people are washing one or two dishes during “cooking downtime,” instead of letting them pile up and doing one big wash once they’re all done. P&G said the traditional Dawn bottle wasn’t intended to be used that way, so it created the dish spray version of Dawn.

Though P&G does not publicize the sales of Dawn products, the dish soap brand is part of the manufacturer’s home care division, which makes up one-tenth of the company’s more than $76 billion annual sales.

Source: Dawn, CNN
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