Monday, June 28, 2010

Fit Fruit and Vegetable Wash

Fit Fruit and Vegetable Wash: "Think Clean, Think Fit"

Remember Miss D's Commercial about making sure that what we eat is clean and pesticide-residue free. She said that water alone is not enough to wash the vegetables and fruits that we eat. Fit Fruit and Vegetable Wash was first available in the Philippine market way back 1999. It was endorsed by Miss Dina Bonnevie and exclusively distributed by Procter & Gamble.

Fit Fruit & Vegetable Wash is 100% Natural, and removes 98% more pesticides, waxes, people-handling residues, and other contaminants vs. washing with water alone. And Fit rinses away clean, leaving no aftertaste or smell. Traditional washing of fruits and vegetables using water alone has been a long time practice in the Philippines. Breaking tradition is always difficult specially for a conservative market like the Philippines. Even the reputable Procter & Gamble failed to keep the product in the market. They've even introduced the product in sachet form which is the most effective way to package a product in the Philippines and used a well-respected local artist to advertise it but the masses still failed to embrace the product.

There were a lot of issues relating to the failure of the product to stay in the Philippine market. There are rumors about the authenticity of the product's claim and health issues. Fit officially ended all rumors when it released a document from the Department of Health - Bureau of Food and Drugs (DOH-BFAD) assuring consumers that the product is 100% safe. But that didn't solve the problem. It didn't stop the rumors and bad publicity about the product. It also didn't help to expand the market of the product.

Last May 7, 2001 the Procter & Gamble Company officially announced the discontinuation of Fit Fruit and Vegetable Wash effective on September 28, 2001. In a press release, Procter & Gamble said the rationale for discontinuing this product was the market for the products being too small. Although in other countries Fit Fruit and Vegetable Wash is still available.

A man's greatest treasure is his health. No amount of money can ever buy good health. More people are starting to get conscious with their health. Fit's effort to entice the public about healthy living failed. They also failed to mind-set the public about the importance of using their product and creating a need for it to ensure healthy living. It was more-of-like a want rather than a need because nobody ever complained about having to use water only to clean their fruits and vegetables. There is little room for products that breaks tradition in a conservative market. Its been long-time practice in the Philippines to wash fruits and vegetables using water only and it never failed to assure the public that what they're about to eat is clean and healthy. In a third world country, people cannot afford to purchase products that they don't need. The public sees Fit Fruit and Vegetable Wash as an added convenience more than a necessity.

Well I think that will be the last time we'll see Fit Fruit and Vegetable Wash in the Philippine Market. Not even the mighty-giant company Procter & Gamble can save product.


  1. I just want to say that all the information you have given here is awesome. Thank you
    fruit wash

  2. I was 8 years old when i watched the commercial for this product. I forgot how much the retail price was. i really thought it was brilliant. But we never really got the chance to use it. There were none for sale in our town. Until it completely disappeared from the tv. I've always wanted to know what the ingredients were...and why it disappeared. so glad to remember this product these years. Thank you for the information!