Spee laundry detergent

Spee is a prominent laundry detergent brand with a unique history rooted in East Germany. The name 'Spee' is derived from the German phrase 'Spezial-Entwicklung' (Special Development). It was launched in 1968 by the VEB Waschmittelwerk Genthin and quickly became the most popular detergent in the GDR, capturing approximately 80% of the market share due to its efficiency in modern washing machines and effectiveness at lower temperatures.

Following the reunification of Germany in 1990, the brand was acquired by the West German consumer goods giant Henkel, which had originally owned the Genthin plant before it was expropriated in 1945. Under Henkel's stewardship, Spee was successfully relaunched across all of Germany as a 'smart' and value-driven alternative to premium brands. Today, it remains a core part of Henkel's Home Care portfolio, known for its iconic fox mascot and its positioning as 'the clever way to wash.' Production was centralized at Henkel's headquarters in Düsseldorf after the closure of the Genthin site in 2009.