Laundry products company Redox Brands Inc. has introduced a liquid version of Oxydol detergent — the first variation from its original powder form in more than 70 years.

        The West Chester company, founded last July by former Procter & Gamble employees Todd Wichmann and Richard Owen, said its new Liquid Oxydol Extreme Clean detergent is already in retail stores, including Bigg's and Kroger supermarkets.

        “Liquid Oxydol Extreme Clean builds on Oxydol's longstanding reputation for cleaning,” Mr. Owen said.

        Redox officials said the new detergent will be marketed to young consumers, whom research shows prefer liquid detergents to powder varieties.

        “We believe that Generation X has been overlooked in the laundry category,” Mr. Wichmann said. “They have different needs than their grandparents and parents. Liquid Oxydol answers them.”

        Both the new liquid Oxydol and old powder version will be sold in new packages that feature a more vibrant green color with a stylized “X,” a subtle recognition of the brand's new target consumers.

        With the launch of liquid Oxydol, Redox is also announcing a new Web site (www.the-extreme-clean.com).

        The new Web site and product launch represent the next steps in Redox's efforts to build market share for marginal brands that have slipped off the priority list for their original owners.

        Redox's portfolio of name-brand consumer cleaning products includes Oxydol and Biz color safe bleach, also bought last summer from P&G — which maintains a controling interest in Redox.

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