General Mills Plus Values
TOMORROW'S TEXTILE CONDITIONER !
In any market based on a chemical compound, the risk of going to bed with opportunity and waking up with obsolescence is especially great. The modification of a mere molecule can change everything. Textile conditioning is that kind of market. In nearly 10 years, home and laundry fabric softeners have barely scratched 10% of their market potential. But in the next three years, saturation is expected to hit 40%. This sudden boom is based on technological breakthroughs which make a successful consumer product both possible and practical. Now the critical question is, "What kind of product will dominate this dynamic market tomorrow?" Coming up with the right answers to this question first is the story of General Mills leadership
Photomacrography records a common scene throughout America: Tomorrow's Textile Conditioner being poured into the wash. As little as 0.00037 grams of the cationic chloride quaternary, on which the conditioner is based, per gram of fabric provide luxurious softness.
in the textile conditioning field. Our latest market study provides these clues: It will be based on a water-white, non-yellowing cationic chloride quaternary. Levels of use as low as 0.00037 grams per gram of fabric will give satisfactory softening. The basic intermediate will be available as a 100% solids powder, and as a complex with urea. Perfectly satisfactory conditioners will be possible without adding coloring agents, perfume, optical brighteners, anti-foaming agents, rewetting agents or viscosity modifiers. But the basic chemical will be compatible with such additives so that firms wishing to market a premium product can do so. Textile mills will find many of the properties of this conditioner attractive for treating yarns, knitwear and fabrics. Actually, this is a perfect description of General Mills' ALIQUAT® H226. And it's no coincidence. ALIQUAT H226 is the result of nearly a decade
anti-static and anti-linting properties, faster drying and improved tensile strength . . . or less undesirable side effects—re-wetting problems, chlorine retention, yellowing. Strong claims, but all proved time and time again—in our laboratories, in commercial laundries and by the test panel we maintain for the express purpose of verifying all of our research, by an independent research laboratory, by our customers, and by their customers in homes and laundries.
of product improvements dictated by continuous market study. In both performance and value, it has paced the industry. ALIQUAT H226 Di (hydrogenated tallow) dimethyl ammonium chloride
CHq
_|_
% solids CI"
/ CH 3 J
75-77
% ash
0.5 max.
Color
200 max. A.P.H.A.
Color stability 70° c, 48 hrs
300 max. A.P.H.A.
Aliquat is a Registered Trademark of General Mills.
Consumer test panel gives General Mills research the woman's viewpoint on new fabric conditioner developments. ALIQUAT H226 is the most color-stable quat on the market. No other quat is "Whiter". No other quat provides more softening per dollar . . . or more secondary benefits—easier ironing,
Proving grounds for General Mills fabric conditioners—commercial laundry at Kankakee, Illinois.
But tailoring chemicals to market conditions and to individual customer requirements is a continuous job. Currently at General Mills, key projects on retail softeners include, compatibility with soaps and detergents, the incorporation of germicides, dispersion and handling properties. Mill treatment of textiles is another important area of investigation. Work to date shows that ALIQUAT H226 may offer important benefits in many mill applications. Complete technical assistance is another continuing General Mills service . . . for example, engineering assistance on equipment design and optimum processing conditions, formulation studies incorporating specific customer conditions. We work closely—and in strictest confidence—with all our customers.. .large and small. These are PLUS VALUES General Mills adds to every order of fatty nitrogen chemicals. As for basic value—desirable conditioning function per dollar—General Mills will continue to lead. For more information about ALIQUAT H226 or anything we've mentioned in this report, and for a copy of Bulletin 12C, The Fatty Nitrogen Chemical for Fabric Conditioners, write General Mills, Inc., Dept. CE-1, Kankakee, Illinois.
ê CHEMICALS
BENERAL MILLS
PLUS VALUES Ι
