The two companies will take on joint marketing activity to sell the system, which includes Professional Ariel liquid detergent, Professional Lenor conditioner, Ace Bleach and the dosing pump.
Keith Dickens, head of P& G Professional, said: “This is a great step forward and we are sure this alliance will continue to grow in strength.”
At Alex Reid, chairman Tom Elliot said that his company and Procter & Gamble had had a long agreement on marketing products in the laundrette sector.
The new deal would be aimed particularly at bringing the Professional Ariel system to small and medium-size laundries,
Such companies, said Mr Elliott, often relied on powder systems and would find that the liquid feed offered benefits in terms of both quality and costs. One of the great advantages of the system was that the dosing equipment will be free on loan to customers.
