ACE Disincrostante WC Gel

ACE is a prominent brand in the household cleaning sector, particularly famous for its bleach products. Originally developed in Italy, the brand has expanded its portfolio to include specialized cleaners like the WC Gel shown in the image, which focuses on limescale removal and sanitization.

While the brand was a long-time staple of Procter & Gamble, it is currently managed and owned by Fater S.p.A. Fater is a joint venture between Procter & Gamble and Angelini Industries. This unique partnership allows the brand to benefit from both multinational research and local Italian industrial expertise. The manufacturing remains primarily centered in Italy, catering to European markets where the ACE brand (also known as Neoblanc in some regions) maintains a strong presence.