GOODS & SERVICES: New Ideas, Aug. 24, 1953


Bigger Yields. Standard Oil Co. (N.J.) announced a new refining process called fluid coking, which gets 10% to 20% more gasoline and home-heating fuels from a barrel of crude. In Standard's process, the heavy crude residue is bombarded with a fluidlike stream of hot, finely divided coke particles, which causes it to vaporize, re-form as useful, light petroleum products.

Lemon Suds. A sudsing, powdered detergent that gives off a lemon fragrance and kills germs in the family wash was put on sale by Essential Chemicals Co. of Milwaukee. "Trust" is claimed to be safe for all washable fabrics...

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