New Ideas

GOODS & SERVICES New Ideas Unbaited Breath. For henpecked husbands--and others who don't dare smell of liquor--Merchants Distilling Corp. of Terre Haute, Ind. put on the market vodka with a dash of chlorophyll to kill any breath odor. The first 1,000 cases of green "Vodkafyll" sold out in Los Angeles in three weeks. While it works well for virtually tasteless vodka, chlorophyll is less practical in gin, Scotch, rye, etc.

Stiffener. A new boxmaking and panel material that combines the stiffness and strength of wood with the smoothness and lightweight of fiber cartons was brought out by Weyerhaeuser Timber Co. Called "Ply-Veneer," it is made of Douglas fir veneer sandwiched between thin layers of Kraft container board. Price of paneling: about 3P: a sq. ft.

Three Stockings. In their biggest premium campaign to date, Lever Bros. Co. offered three Cannon nylon stockings ("pair and a spare") for $1, plus one "economy" box top or two "large" box tops from one of their packaged products. Last week 4,000 to 7,000 letters a day were pouring in, and the company expects to be getting 20,000 a day by August.

Packaged Meals. A foil-wrapped package of dehydrated and concentrated foods that will feed four people for a day was put on sale by Bernard Food Industries, Inc., Chicago. A 9-lb. pack, when mixed with water, expands into 25 Ibs. of food (griddlecakes, soup, stew, biscuits, etc.), plus salt shaker, cup, pot cleaners and a first-aid tube with a medicant that can be used for everything from insect bites to shaving cream. Price: $9.

Wool Washer. A cold water British soap for woolens ("Woolite") which minimizes shrinking was put on sale in the U.S. by Honey Harbour Co. Ltd., Washington, Conn. Price: $1.50 per i-lb. can.

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