Itaconix (AIM:ITX) has launched deeperclean.com, which aims to give North American detergent brand owners ready access to fully formulated products enabled by its ingredient technologies, with the aim of speeding evaluation and purchase decisions.
The programme builds on the company's SPARX™ Formulated Solution initiative and is intended to reduce technical and commercial friction by offering certainty on performance, marketing claims and pricing, with Itaconix positioned as a developer of plant‑based specialty polymers for consumer detergents, hygiene and haircare.
The site's flagship product is the 8‑gram plant‑based dishwashing tablet first shown at the American Cleaning Institute's Innovation Showcase in February, Itaconix said.
Orders are handled in the US by a third‑party logistics provider; the company expects some direct retail sales to generate consumer data for use with brand managers and product development, and UK fulfilment is available but will not be cost‑competitive due to high shipping charges.
"We see deeperclean.com as a new, more tangible and effective way for brand managers to experience the commercial potential of products enabled by Itaconix technologies," John R. Shaw said.
