News Release

Cascade Launches New Cascade Pure Essentials – Offering a Dependable Clean With a Simplified Formula

The Trusted Automatic Dishwashing Brand Provides Consumers with a New Dishwashing Detergent Option That is Free of Trade-Offs

Thursday, March 7, 2019 9:00 am EST



Public Company Information:


Cascade just launched new #PureEssentials. It packs the same dependable clean but with a simplified formula.

CINCINNATI--(BUSINESS WIRE)--When it comes to their household needs, consumers are continually looking for products that they feel good about using for themselves and for their family, but they’re also seeking items that get the job done effectively and won’t let them down. They look for products that don’t require trade-offs, even when it comes to dirty dishes.

With modern day families in mind, Cascade, a trusted dishwashing detergent for over 65 years, has announced its newest product offering, Cascade Pure Essentials. With a dependable clean and a simplified formula, Cascade Pure Essentials is free of phosphates and chlorine bleach, but chock-full of the power needed to get dishes, glassware and silverware sparkling.

“The decisions consumers make at the shelf impact not only themselves but their entire family,” said Kristine Decker, Brand Director, North America Dish Care at Procter & Gamble. "We are proud that with new Cascade Pure Essentials, we are providing folks not only with an offering that they can feel good about but also with an item that provides them with a reliable clean so they can spend less time worrying about their dishes and more time focusing on the pure essentials in their life – like spending quality time with the ones that matter most."

Packing the same dependable clean found in every Cascade ActionPacTM and formulated with biobased1 and other thoughtfully selected ingredients, Pure Essentials is Cascade's ONLY dye-free liquid detergent. The Pure Essentials formula even cleans baked-on foods and is tough on stuck-on messes, which means you can skip pre-washing at the sink, doing your part to help save water. Perfumes in the formula are infused with essential oils that offer a light citrus aroma in two refreshing scents: Lemon Essence and Orange Blossom.

Cascade Pure Essentials is available at grocery, retail, home improvement, mass merchandise stores, and e-retailers nationwide. Pricing is at the sole discretion of the retailer. For more information on the Cascade family of products, visit

To follow the conversation online, please use hashtag #PureEssentials and follow Cascade on Facebook and Twitter.

About Cascade

In 1953, Cascade entered the automatic dishwashing market with claims of “spotless dishes” to the four percent of households with dishwashers. The fast-moving world of household innovations was just in its beginning stages, and Cascade stayed at the forefront for the next 50 years by developing a range of automatic dishwashing products perfect for a variety of families, needs, and lifestyles. Today, with decades of experience and dishwashers in more than 60-percent of households, Cascade continues to grow, striving for immaculate dishes every time with its brilliant automatic dishwashing powders, gels, pacs, and additives.

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 for the latest news and information about P&G and its brands.

1 1/3 biobased ingredients


Marcy Duvert (US)
Citizen Relations


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Cascade launches new Cascade Pure Essentials - offering a dependable clean with a simplified formula. (Photo: Business Wire)
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