P&G launches new antibacterial products brand

Procter & Gamble (P&G) has launched Microban 24, a new brand of antibacterial home sanitising products, including an aerosol spray, to keep surfaces protected against bacteria for up to 24 hours. According to the company, Microban 24 kills 99.9% of bacteria on contact but also keeps working throughout the day.

Bacteria can survive on surfaces anywhere from several hours to several days, say P&G. Under ‘ideal conditions’ bacteria can grow and multiply every 20 minutes. According to a recent survey by The Harris Poll, 84% of Americans believe that their current household antibacterial products provide some level of lasting antibacterial protection beyond the moment of application. However, P&G says that many disinfectants allow bacteria to be reintroduced to surfaces after being touched.

Martin Hettich, vice-president of North America Home Care at P&G, said: “People deserve an antibacterial product that works as hard as they do to shield their home from the spread of bacteria. The antibacterial surface category hasn’t seen a true product innovation in a long time; we want to push beyond the status quo and offer families a new sanitising product that keeps working around the clock. Now, they can rest easier knowing our breakthrough technology is hard at work, even when they’re not cleaning.”

Microban 24 is available in three different forms: a sanitising aerosol spray, a multi-purpose cleaner and a bathroom cleaner in both ‘fresh scent’ and ‘citrus scent’. Jennifer G, a consumer from Microban 24’s early test market, said: “I work in a salon and also have children at home, so for me to be able to clean something and then forget about it for 24 hours is amazing. I spray it at night before I go to sleep and then the next day it’s good for everyone who’s cycling through.”

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