{"id":97836,"date":"2021-09-30T07:38:00","date_gmt":"2021-09-30T05:38:00","guid":{"rendered":"https:\/\/renewable-carbon.eu\/news\/?p=97836"},"modified":"2021-09-27T15:20:27","modified_gmt":"2021-09-27T13:20:27","slug":"new-enzyme-expands-the-role-of-biological-ingredients-for-laundry-detergents","status":"publish","type":"post","link":"https:\/\/renewable-carbon.eu\/news\/new-enzyme-expands-the-role-of-biological-ingredients-for-laundry-detergents\/","title":{"rendered":"New enzyme expands the role of biological ingredients for laundry detergents"},"content":{"rendered":"\n\n\n<p><strong>Every day, people all over the world wash their clothes in an effort to remove odors. In addition to the stains we pick up on our clothes, there is also an invisible mix of residual skin cells, sebum, soils, and sweat (called body grime) that builds in layers on our fabrics causing persistent malodor and discoloration \u2013 challenges that today\u2019s traditional detergents have yet to solve.&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u201cFor years, Novozymes has been at the forefront of exploring laundry benefits beyond stain removal and with the launch of Pristine<sup>\u00ae<\/sup>&nbsp;we take a significant step on delivering those benefits through biological solutions. Pristine<sup>\u00ae<\/sup>redefines what \u2018clean\u2019 fundamentally means, elevating consumer expectations by tackling the root cause of malodor and discoloration,\u201d says Executive Vice President for Consumer Biosolutions Anders Lund, Novozymes and continues:&nbsp;<\/li><li>\u201cThis is the first solution of its kind for the broad market, and we expect that additional launches over the coming years will enable broader penetration into additional segments. With Pristine\u00ae, we\u2019re reaching a critical milestone towards the ambition of mainstreaming biological detergents by expanding the contribution of enzymes to the detergents of today and tomorrow.\u201d<\/li><\/ul>\n\n\n\n<p>Novozymes Pristine<sup>\u00ae<\/sup>&nbsp;is a phosphodiesterase enzyme (PDE). It breaks down the invisible layers of body grime and releases dirt and odor that might be trapped &#8211; and even prevents it from latching on to fabrics in the first place. That way, clothes get hygienically clean, and are less prone to yellowing, decolorization, and forming that lingering odor. That\u2019s also good news for the planet, since fabrics last longer and thereby won\u2019t be discarded so fast.&nbsp;<\/p>\n\n\n\n<p>Sandra Friis-Jensen, Global Marketing Director for Household Care, adds that:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u201cPristine<sup>\u00ae<\/sup>&nbsp;addresses unmet, yet very distinct needs in the marketplace, tackling the root cause of consumer challenges with hygiene, malodors, and color dullness in textiles. The need for hygienic cleaning is only further emphasized by the COVID-19 pandemic, which translates into significant consumer interest for solutions that can truly clean deep.\u201d&nbsp;<\/li><\/ul>\n\n\n\n<p>Get additional information about Pristine<sup>\u00ae<\/sup>&nbsp;right&nbsp;<a href=\"https:\/\/biosolutions.novozymes.com\/en\/pristine?utm_source=press-release&amp;utm_medium=referral&amp;utm_campaign=HHC-Freshness_2021_worldwide_freshness_campaign_2021&amp;utm_content=press_release_pristine_page\">here<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every day, people all over the world wash their clothes in an effort to remove odors. In addition to the stains we pick up on our clothes, there is also an invisible mix of residual skin cells, sebum, soils, and sweat (called body grime) that builds in layers on our fabrics causing persistent malodor and [&#8230;]<\/p>\n","protected":false},"author":59,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","nova_meta_subtitle":"Novozymes launches the natural and biodegradable detergent ingredient Pristine\u00ae to address some of the biggest unsolved consumer challenges within the laundry category. This ground-breaking enzyme tackles malodor and discoloration at the very source, setting a new threshold for detergent performance","footnotes":""},"categories":[5572],"tags":[11270,5838,12221,5840],"supplier":[1067],"class_list":["post-97836","post","type-post","status-publish","format-standard","hentry","category-bio-based","tag-biodegradability","tag-bioeconomy","tag-detergent","tag-enzymes","supplier-novozymes"],"_links":{"self":[{"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/posts\/97836","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/users\/59"}],"replies":[{"embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/comments?post=97836"}],"version-history":[{"count":0,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/posts\/97836\/revisions"}],"wp:attachment":[{"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/media?parent=97836"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/categories?post=97836"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/tags?post=97836"},{"taxonomy":"supplier","embeddable":true,"href":"https:\/\/renewable-carbon.eu\/news\/wp-json\/wp\/v2\/supplier?post=97836"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}