ACE Denso Più bleach

ACE is a prominent brand specializing in home cleaning and laundry products, most famous for its bleach. Originally launched by Procter & Gamble in the USA, the brand has deep European roots and is particularly dominant in Italy.

In 2013, the brand underwent a significant ownership transition when it was acquired by Fater SpA, which is a major joint venture between the American multinational Procter & Gamble and the Italian Angelini Industries. This partnership combines global marketing expertise with Italian entrepreneurial innovation.

Today, ACE products are primarily manufactured in specialized facilities, notably in Campochiaro, Italy, but production also extends to other international sites like Porto in Portugal and Gebze in Turkey to serve over 38 countries worldwide. The brand remains a household staple, known for its high-density formulas and efficacy in garment and surface hygiene.