Dreft Simplifies Laundry Care with New Packaging, Renamed Detergents for Every Family Stage
Updated Design and Streamlined Names Offer Parents Clearer Choices for Gentle, Stain-Fighting Baby, Toddler, and Family Formulas
CINCINNATI–(BUSINESS WIRE)–
Dreft, the top pediatrician-recommended baby detergent brand, today announced a comprehensive packaging redesign, product name simplification, and product upgrade to enhance the laundry experience for parents nationwide. The refresh introduces clearer labeling with Dreft Baby, Dreft Toddler and Dreft Family liquid detergents, making it easier for caregivers to select the ideal formula for their child’s developmental stage. Product names are simplified to Dreft Baby, Dreft Toddler, and Dreft Family for intuitive selection.
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Introducing Dreft’s Refreshed Liquid Detergent Lineup
What’s New
- Dreft unveils modern, clean packaging for its entire liquid detergent lineup.
- Dreft Baby (formerly Newborn) now features an improved formula designed to tackle tough baby stains.
- The refreshed Dreft portfolio is available nationwide and on Amazon.
- These changes aim to reduce parental stress in choosing the right gentle yet effective detergent.
In today’s fast-paced world, parents are constantly seeking ways to simplify daily routines without compromising on quality or safety. Laundry, especially with infants and active children, presents unique challenges, often involving stubborn stains and the need for gentle ingredients. The market demands solutions that are both effective and easy to navigate. Dreft’s updated packaging and product nomenclature directly address this need, removing guesswork from the detergent aisle. By aligning product names with distinct life stages—from newborn sensitivity to full family laundry —Dreft empowers parents to quickly identify and trust the appropriate laundry solution, allowing them to focus more on family moments rather than laundry complexities.
“Parents have enough to think about in their day-to-day lives and choosing the right detergent should not be one of them,” said Jasmine Watters, Dreft Brand Director. “This update is all about simplifying that decision, with clearer product names and a fresh look, while continuing to deliver the gentle, effective clean families have trusted from Dreft for generations.”
Introducing the Refreshed Dreft Liquid Detergent Lineup
- Dreft Baby Liquid Detergent (MSRP $9.94 40oz, $12.94 60oz, $15.94 84oz, $19.94 105oz.): Dreft Baby Liquid Detergent, formerly Dreft Newborn, is made for baby’s delicate skin and designed to tackle the everyday messes that come with the earliest stages of life. With an improved formula featuring boosted enzymes, Dreft Baby Liquid Detergent delivers more powerful stain-fighting where parents need it most, helping remove tough baby stains like spit-up, milk, and blowouts while remaining gentle on sensitive skin.
- Dreft Toddler Liquid Detergent (MSRP $9.94 40oz, $12.94 60oz, $15.94 84oz, $19.94 105oz.): Dreft Toddler Liquid Detergent, formerly Dreft Active Baby, is designed for the next stage of childhood when little ones start exploring the world and getting messier along the way. It fights 100% of top children’s stains including food, dirt, and grass, helping parents tackle the everyday adventures that come with growing toddlers. Its 3-in-1 formula that fights odors, helps remove stains, and remains gentle on sensitive skin.
- Dreft Family Liquid Detergent (MSRP $12.94 60oz, $15.94 810oz): Dreft Family Liquid Detergent, formerly Dreft Free & Gentle, extends Dreft’s trusted, gentle clean to the entire household. Designed with sensitive skin in mind, it keeps your little one’s clothes soft and comfortable while giving parents peace of mind. This fragrance-free formula is free of perfumes and dyes and delivers a powerful clean without compromise. Dermatologist-tested and formulated to tackle 100% of common stains and help remove odors.
The refreshed Dreft portfolio is available at your local retailer and online.
Frequently Asked Questions
Q: What is new to Dreft?
A: Dreft refreshed its packaging to better reflect the needs of growing families, providing a simpler shopping and product identification experience. Parents shared that previous designs made it difficult to quickly understand which product aligned with their child’s life stage. The updated packaging introduces clearer stage-based names including Baby, Toddler, and Family, along with simplified visuals that make it easier for parents to navigate the lineup and choose with confidence.
Q: What is different about the new packaging?
A: The redesign features clearer product naming, stronger communication around the types of stains each formula targets, and updated graphics that modernize the Dreft look. The new layout also improves in-store shelf navigation, making it easier for shoppers to distinguish Baby, Toddler, and Family products at a glance.
Q: Did the ingredients change?
A: Only Dreft Baby received a formula upgrade, with increased enzyme levels designed to more effectively tackle common baby stains like spit-up and blowouts. Dreft Toddler and Dreft Family formulas remain the same as previous versions, while Club sizes of Toddler feature the upgraded formula. All Dreft products continue to be dermatologist-tested and gentle on sensitive skin.
Q: Are Dreft detergents still safe for sensitive skin?
A: Yes. All Dreft detergents continue to be dermatologist-tested and gentle on delicate and sensitive skin. Dreft is the #1 pediatrician-recommended baby detergent brand with formulas that are tough on stains, safe on fabrics, and gentle on skin, making it a convenient laundry option for the entire family!
Q: Is the scent changing?
A: No. Dreft Baby and Dreft Toddler continue to feature Dreft’s ‘baby fresh’ signature scent, while Dreft Family remains fragrance-free.
Q: What’s new in the Dreft Baby formula?
A: Dreft Baby’s upgrade is designed to more effectively fight spit-up and blowout stains, two of the most common laundry challenges parents face during the baby stage.
Q: What makes Dreft Toddler different from other Toddler detergents?
A: Dreft Toddler is designed to fight 100% of top children’s stains, including food, dirt, and grass. It also helps remove odors while remaining gentle on sensitive skin.
Q: What makes Dreft Family different from other family detergents?
A: Dreft Family, formerly Free and Gentle, is fragrance-free, dye-free, and dermatologist-tested. It is designed to tackle everyday family stains while remaining gentle on sensitive skin.
Q: When will consumers see the new packaging?
A: The refresh debuts on shelves in April 2026.
Q: Where can I purchase Dreft?
A: Available nationally, visit www.dreft.com for more information
About
About Dreft Detergent: Dreft helps parents care for their little ones with a formula that is powerful enough to fight stains but gentle enough for even babies’ delicate skin, so they can stress less about the mess and focus on everyday joy. All Dreft detergent products are dermatologist-tested and gentle on sensitive skin. About Procter & Gamble: P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands.
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Media Contact
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KEYWORDS: Ohio United States North America
INDUSTRY KEYWORDS: Family Retail Consumer Home Goods Parenting Specialty Baby/Maternity
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