- THE MAGAZINE
The sale covers all heavy-duty laundry detergents and laundry bars under the Viva trademark in Mexico, the related intellectual property and selected tangible production assets. Total sales of the business amount to about 76 million US dollars (83 million euro).
Mexico is the second largest detergents market in Latin America and is therefore an integral part of Henkel's strategy to increase its presence in this region. This sale allows Colgate to redirect resources toward its core categories in Mexico, the company says.
To ensure a smooth handover of the Viva brands, Colgate Mexico will provide Henkel with marketing, selling, and logistics support for these products during a brief transition period.