P&G Sells Spic and Span and Cinch Brands

The Procter & Gamble Company announced today the sale of the Spic and Span and Cinch brands to a new marketing company formed by the Shansby Group, a San Francisco-based private equity partnership. The new company will be called The Spic and Span Company. This agreement excludes Professional Line Spic and Span. Financial terms of the transaction were not disclosed.

Spic and Span and Cinch are well-known brands with a long history of product efficacy and a loyal consumer following within their respective household products categories. Spic and Span, an all purpose cleaning product, was invented in the 1930s and acquired by P&G in 1945. Cinch, a 2-in-1 glass and hard surface cleaning product, was originally launched in 1991 as a line extension of Spic and Span.

“Although Spic and Span and Cinch are highly profitable and recognizable consumer brands, they are no longer a strategic fit for us,” said Mike Clasper, president of global home care, P&G. “We are putting more focus against building big brands that offer the greatest potential for global growth.”

“We are very excited about the growth potential that The Spic and Span Company will bring to both the Spic and Span and Cinch brands,”said Gary Shansby, a general partner of The Shansby Group. “With a focus on aggressive marketing programs, increased brand support and product line development as well as the acquisition of other household cleaning products, we hope to quickly build the Spic and Span and Cinch businesses and create a larger portfolio of leading household product brands.”

This sale excluded the Professional Line of Spic and Span. P&G said it is highly committed to branded commercial products for the away from-home marketplace and is rapidly growing and investing in this strategic business.

The Shansby Group, founded in 1987, is a leading San Francisco based private equity investment partnership dedicated to investing in quality companies with exceptional management teams, strong consumer brands and substantial growth potential. Prior investments include Famous Amos cookies, Terra Chips, La Victoria Foods, Met-Rx Nutrition, Medtech Products, Cutex nail polish removers and the Mauna Loa Macadamia Nut Corporation, amongst others.