Dreft rolls out 65% plant-based Dreft purtouch

Dreft rolls out 65% plant-based Dreft purtouch

CINCINNATI — Baby laundry detergent brand Dreft has announced the latest addition to its offerings. The company on Thursday launched Dreft purtouch, a 65% plant-based hypoallergenic baby detergent, which it says is made with naturally derived ingredients.

Dreft purtouch is free of dyes, chlorine, phosphates, ethanolamine and optical brighteners, the brand said, noting that it also is manufactured with 100% renewable wind power electricity at a zero waste-to-landfill site. The launch comes as Dreft shares the results of its survey finding that more than half of expecting parents said they began reading product labels more closely and buying more natural food and drinks after learning they were expecting. Seventy percent of those surveyed planned to remove potentially harmful products or objects from their home once their babies arrive.

“Whether in their nurseries, their bathrooms or even their laundry room, moms and dads are looking for gentle alternatives for their bundles of joy,” Dreft brand manager Mike Frey said. “As a trusted brand by families for more than 80 years, we’re excited to add Dreft purtouch to our product line-up to provide those parents who are seeking natural-based products with another baby detergent option. We’re proud to provide them with a gentle 65% plant-based baby detergent that uses renewable materials without sacrificing an effective clean. It’s the next step in our mission to design the best possible detergent for baby while thinking of their future world.”

Dreft says the new formula can help remove 99% of baby stains, and also is recommended by pediatricians for a first wash of new clothes for babies. Dreft purtouch is available in 40- and 75-oz. bottles in one-stop retailers, online stores and baby specialty stores.