Dial is organized around four main product areas: laundry care,personal cleansing, air fresheners and food products. Laundry careis Dial's largest business, accounting for 36 percent of 2002sales, or $466.6 million. This business includes Purex detergents,bleach and fabric softeners, the company's leading brand in laundrycare. Other brands in Dial's laundry care portfolio include Zoutstain remover, Trend detergent, Borateem bleach, Sta-Flo starches,Boraxo soap, 20 Mule Team borax, and Fels Naptha laundry soap. Ledby Purex, Dial estimates that its volume share of the US detergentcategory in 2002 was 13.7 percent and its dollar share was 8.6percent. Through the first nine months of 2003, its laundry caresales were $363.30 million, up 5.4 percent year over year.
Greyhound wouldn`t say how much it will pay for such household products as Borateem dry bleach, Boraxo powdered hand soap and, of course, the 20 Mule Team Borax laundry additive and household cleaner. U.S. Borax also was mum on the price, and the Old Ranger is no longer around to tell tales.
The division has annual revenue of about $30 million, selling such familiar brands as Borateem bleach, Boraxo powdered hand soap and 20 Mule Team Borax, a multipurpose cleanser.