Ace Gentile bleach liquid

Ace Gentile is a prominent line of specialized laundry additives and gentle bleaches, particularly popular in Italy and Southern Europe. The brand was originally created by the American multinational consumer goods company Procter & Gamble (P&G) in the 1960s to introduce effective laundry whitening solutions to the European market.

Today, the ownership structure of the brand is unique. In Italy and several other Western European markets, Ace is managed by Fater S.p.A., which is a specialized joint venture between P&G and the Italian company Angelini Industries. This partnership allows for deep local expertise in the Italian market while leveraging global P&G technologies. Production is heavily concentrated in Italy, specifically at the Pescara plant, which serves as a center for innovation for the Ace product line.