ACE Detersivo Classico

ACE Detersivo is a prominent laundry detergent brand widely recognized in Italy and Southern Europe. Originally launched by Procter & Gamble as a bleach product, the brand has expanded significantly into the general laundry category, offering products like the 'Classico' liquid detergent shown here, which is designed for hygiene and effectiveness even in cold water and short cycles.

While the brand's history is deeply connected to P&G's global portfolio, the European ACE brand underwent a major ownership shift. It is now a key asset of Fater S.p.A., a joint venture established between the American multinational Procter & Gamble and the Italian Angelini Industries. This partnership allows the brand to benefit from global R&D while maintaining a strong local manufacturing presence, primarily within Italy, to serve the Mediterranean market.