By Seb Joseph

Procter & Gamble (P&G) expects to generate more sales from the clearout of its 100 non-core brands than previously indicated in an accelerated version of its divestment strategy.

The FMCG business has revealed the impact of the brand cull will amount to 14 per cent of annual sales or around $11.5bn, up from the original target of 10 per cent or $8.2bn it announced last August. It will also throw between five and 15 additional brands into the pot with the streamlined portfolio to consist of 65 brands in 10 key categories instead of the 80 that was first announced.

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Source: The Drum