New Ideas

GOODS & SERVICES

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 and surfaces, is equally effective in hot or cold, hard or soft water. Price: 98-c- per 19-oz box.

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