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I thought something similar, but I just found it  too odd to be so,  but indeed it is the more likely explanation.....

What else could be? I don't think they're trying to eliminate Surf or All.
I also thought it was an attempt from Sun products to get a "revival" of the All  powder that looks like  is getting more famous in liquid than powders...rather than Surf that indeed is stronger in powders forms.....
Who can tell?
 
Not Really Odd, At Least Here

We have "Tide" with "Downy", "Tide" with "Febreeze", etc...

In this case we have "Surf" detergent with "All (detergent) Stain Lifters"

Back when Unilever had All detergent the product got (supposedly) "stain lifter" technology (unsure what chemicals Lever Brothers/Unilver used), and indeed All detergent still markets those words on containers.

Guess Surf's claim to fame for doing stinky laundry wasn't good enough alone to push sales.

 
That's not exactly the same thing...

Tide W/ Downy scent and W/ feebreze  W/ Dawn etc...is a  different thing, it's not strange this here too,   we have Dixan with Ver Nel scent, We have Dash with feebreze and lenor  etc.... too that's  normal to have detergents with same company softeners, scents etc.... that's not about it...  that's not the  "odd" crossing thing I mean..

About the  All stain lifter formula  , well, I assumed that if  it is what they wanted to do they would probably have added to the Surf box "with the All stain lifters" not just All brand under the Surf...since they're two laundry detergents...
Probably it's me seeing it odd...
So yes I keep thinking this way is odd....for some reasons...
Anyway, that is probably as you say....
 
Oh, how I miss

LEVER'S Surf!

To me, Sun's version isn't half a patch on Lever's version. The Sun scents are, to me, ghastly!

It cleaned well, smelled good, and was less expensive than Tide....

Lawrence/Maytagbear
 
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