CINCINNATI (AP) — The Procter & Gamble Co. will launch an anti-stain laundry additive under its Tide detergent brand this summer.

"Tide Stain Release" should be on U.S. store shelves in July. Tide officials say the new product will compete in an additive market they estimate has $1.6 billion in annual U.S. sales.

OxiClean, made by Princeton, N.J.-based Church & Dwight Co., is a leader in the category with prewash and in-wash stain treatment products.

"There's a big opportunity for us in that market," said P&G spokesman Kash Shaikh, citing Tide's six-decade-old brand strength. Tide products total some $3.5 billion in annual sales.

Tide plans a major marketing campaign teaming with P&G's Pampers diapers and with the San Francisco-based children's apparel retailer Gymboree Corp.

Shaikh said the recession rollout will focus on consumer research that shows most households discard dozens of pieces of stained clothing each year.

"There's a big chunk of money that families in America are wasting," Shaikh said, "Moms don't want to continue to throw their kids' clothes out because of stains."

P&G also markets Tide to Go, a carry-along treatment for stains.

P&G has plans this summer for a new Bounce fabric softener product called Dryer Bars. They can be left in the dryer for three to four months of repeated use, instead of adding dryer sheets to loads.

The Tide stain product's suggested retail price starts at $3.99 for a 10-count pack, while a Bounce dryer bar expected to last two months will sell for about $4.49, and more for one that lasts four months.

The Cincinnati-based consumer products company is counting on such new products to help sagging sales during household belt-tightening.