Pental

OVERALL
Owned	AUS
Rating

Home and hygiene products

Personal care and household cleaning products manufacturer and distributor, and Australia's largest soap maker. All production takes place at their facility in Shepparton, VIC. Bought the White King brand from Sara Lee in Dec 2010.

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Company Assessment

PRAISE	CRITICISM	INFORMATION
Pental Ltd
	Misleading claims In 2018 the Federal Court ordered this company to pay penalties totalling $700,000, for making false and misleading representations about its White King 'flushable' toilet and bathroom cleaning wipes. Pental admitted that it had represented its White King 'flushable' wipes were made from a specially designed material which disintegrated in the sewerage system like toilet paper, had similar characteristics to toilet paper when flushed, and were suitable to be flushed into the sewerage system when that was not the case. [Source 2018][More on Irresponsible Marketing]	Breaching advertising codes This company has been criticised for offensive advertising. In 2012 the Advertising Standards Bureau upheld complaints about a print ad by this company on the grounds that it breached advertising codes. The ad was subsequently discontinued or modified. [Source 2012][More on Irresponsible Marketing]

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Related News

White King returns to Australian ownership
26th Dec 2010 — (FOREIGN >> AUST) Sara Lee, who has been selling off its non-food divisions, sold Australian brand White King to Pental Products in Dec 2010.   [source]

Unilever sells Aim, Close-Up and Huggie to Pental Products
11th Aug 2004 — (FOREIGN >> AUST) Symex announced that Pental Products, which it wholly owns, had acquired the rights to toothpaste brands Aim and Close-Up, as well as fabric softener Huggie, from Unilever for an undisclosed amount.   [source]