Online Selling: Procter & Gamble Goes Direct to Fight Private Labels?

Don’t look now, but P&G is trying some direct selling online.
From the Financial Times:

Procter & Gamble is testing its ability to use the internet to sell its toothpaste, household cleaners and nappies directly to US households, in a potential long-term strategic challenge to its retail partners.
…The move brings P&G into direct brand competition with its retailers, underlining the extent to which e-commerce is contributing to changes in the way the two sides have traditionally worked with each other.

OK. The site is called, but so far it looks like they have very little traffic.
Is this how they intend to fight the private label war? I’ll talk about them later this month on

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