Itaconix PLC (AIM:ITX, OTCQB:ITXXF, FRA:18G0) has launched a North American e-commerce marketing initiative aimed at speeding adoption of its plant-based polymer technologies in next-generation detergents.
The AIM-listed speciality ingredients group said deeperclean.com will give consumer detergent brand managers ready access to fully packaged dishwashing and laundry products, including performance claims and pricing, to support faster evaluation and purchasing decisions.
The site builds on Itaconix’s SPARX™ Formulated Solution programme, which promotes dishwashing and laundry detergent formulations using the company’s technologies.
Its flagship product is an 8-gram plant-based dishwashing detergent tablet, which Itaconix introduced at the American Cleaning Institute’s Innovation Showcase in February.
Although the site is primarily targeted at brand managers, Itaconix said it expects some retail sales, generating consumer data to support future product development and commercial discussions.
Orders will be handled by a third-party logistics company in the US.