Ace Gentile Bleach

Ace is one of the most recognized household cleaning brands in Italy, originally launched by Procter & Gamble (P&G). It is famous for its specialized bleach products, notably Ace Gentile (Gentle Bleach), which is formulated to be used on delicate fabrics and colors without causing damage. The brand has a deep-rooted heritage in Southern Europe, particularly in Italy and the Mediterranean region.

In 2013, the ownership structure of the brand evolved through a joint venture named Fater S.p.A., which is a partnership between Procter & Gamble and the Angelini Industries group. While the brand was originally a P&G innovation, its management and production for the European market are now heavily concentrated in Italy under this joint venture. Manufacturing primarily takes place in Pescara (Campochiaro plant), Italy, ensuring high quality and adherence to European safety standards.