TITLE

P&G eyes another aisle with food wrap

AUTHOR(S)
Neff, Jack; Cuneo, Alice Z.
PUB. DATE
July 1999
SOURCE
Advertising Age;7/12/1999, Vol. 70 Issue 29, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of Procter & Gamble to launch an innovative plastic wrap called Impress as it enters the food storage business in 2000. The thicker, high-performance brand would take aim not only at products such as the Reynolds, Glad and Saran Wrap brands of plastic wraps, but the entire food-storage business. Impress wrap is textured like paper towels and thicker than ordinary plastic wraps, allowing it to form a stronger seal that is watertight, making it an alternative not just to plastic wrap but also to sandwich bags. The wrap sticks to itself when pressed together, yet pulls apart fairly easily.
ACCESSION #
2023945

 

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