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NEW YORK In the coming months, the major laundry detergent brands will be tackling the exact same problem: How to convince consumers that a 50 percent smaller container is a clean trade and not a dirty rip-off.

The size change, led by Unilever’s All Small & Mighty in 2005, is the result of a concentrated formula and inevitably requires educating the public on the benefits of getting, at least in terms of volume, half of what they got before.

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