Joy Liquid Dishwash Brand Expands Into Auto Dish Market

An iconic hand dishwash brand is no longer relegated to the kitchen sink. The owner of Joy dishwashing liquid has expanded the brand into the auto-dish category with the introduction of Joy Blast, a triple-power auto-dishwashing pac.

Joy Blast incorporates a degreasing agent, rinse aid and powder detergent while also fighting negative effects of hard water minerals that are known to cause stains, spotting on dishes and filming on glass, said JoySuds, LLC. Created with plant-based and biobased ingredients, it contains no phosphates or chlorine and comes in recyclable packaging.

Staying true to its legacy, Joy Blast features the signature lemon fresh scent Joy has been known for since 1968—when it was one of the first dish soaps to incorporate lemon scent.  Original Joy dish soap was introduced in 1949.

“Though this is a new product, we wanted to preserve the core traits that consumers associate with Joy,” said Mike Cassetta, president and CEO of JoySuds.  “Joy is a household name with a long-standing reputation for high quality cleaning at a value price, and we believe Joy Blast is the next logical extension of that.”

Joy Blast represents the first of a series of new products JoySuds will be launching within the next several months, according to the Greenwich, CT-based company, which was formed in November 2019 with the acquisition of Joy and Cream Suds brands for the US, Canada and certain other Latin American and Caribbean territories from Procter & Gamble.