General Freschezza e Igiene liquid laundry detergent

General is a well-established brand of laundry detergents primarily marketed in Italy. Known for its fox mascot and the slogan 'La tua scelta intelligente' (Your intelligent choice), it offers a range of cleaning products focused on value and effectiveness.

The brand was originally developed by the German multinational Henkel, which remains the ultimate owner. While General is a brand specifically tailored for the Italian consumer market, it benefits from the extensive research and global manufacturing network of its parent company. For the Italian market, production is typically handled in local or European facilities managed by Henkel's consumer brands division, ensuring quality standards consistent with their global portfolio.