Until its acquisition in 2016 by Henkel, Sun Products was among the leaders in North America's laundry care sector, marketing detergent brands including All, Wisk and Surf and fabric conditioner Snuggle. As a standalone company, it was the #3 overall by value in fabric care behind Procter & Gamble and Church & Dwight with around 14% share of branded products. The merger with Henkel's existing products the combined business into the #2 spot. The group also produces an extensive collection of private label detergents for retailers. The company was formed in 2008 from the acquisition of Unilever's local laundry business by private equity fund Vestar Capital Partners, and the merger of that unit with private label manufacturer Huish, already owned by Vestar. The Sunlight dish care brand was acquired from Unilever two years later, and the group also acquired some of Unilever's technology such as the "Small & Mighty" process for creating concentrated detergents. Revenues were around $1.6bn in 2015. Former P&G executive Jeff Ansell was CEO until 2016, when Sun Products was acquired by Henkelfor $3.6bn. The deal completed in Sept 2016.
Which agencies handle advertising for Sun Products? Find out more from Adbrands Account Assignments
Who are the competitors of Sun Products? See Household Care sectors
Capsule checked 14th March 2019
Adbrands Weekly Update 30th Jun 2016: German household and personal care manufacturer Henkel significantly boosted its position in the US laundry market with a deal to acquire local company Sun Products, owner of All, Sun and Snuggle, for $3.5bn. Assuming the acquisition is approved by regulators it will catapult Henkel into the #2 position in US laundry behind P&G, though its combined sales of around $2.3bn would still be dwarfed by P&G's $10bn or so. Currently Henkel controls Purex and other brands as a result of its deal to acquire Dial Corporation in 2004. More recently it has enjoyed some success with the introduction of its Persil brand in North America in 2015, initially in an exclusive arrangement with Walmart. Private equity owned Sun Products was formed in 2008 from the buyout of what was then Unilever's US laundry care division.
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