Witte Reus and Color Reus laundry detergent

Witte Reus and Color Reus are prominent laundry detergent brands specifically marketed in the Netherlands. The brand is part of the 'Reus' family (known as 'Riese' in Germany), which was originally developed by the German consumer goods giant Henkel. Historically, Witte Reus became famous for its 'Wast een berg, kost een beetje' (washes a mountain, costs a little) slogan, positioning itself as a high-efficiency yet value-oriented brand.

Today, the brand is owned by Henkel AG & Co. KGaA, headquartered in Düsseldorf, Germany. While the brand has deep German origins, production occurs at multiple Henkel manufacturing sites across Europe to supply the Benelux market. Henkel remains the ultimate owner, managing the brand through its Laundry & Home Care division, maintaining its status as a market leader in the Dutch cleaning product sector.