Feb 27, 2020

Revolutionary UltraFresh Vent System With OdorBlock™ is the first of its kind

HUNTERSVILLE, N.C. (January 2, 2019) – Microban® International, Ltd., the global leader in antimicrobial and odor control technology has partnered with GE Appliances, a Haier company, to roll out a first-of-its-kind, revolutionary laundry system designed to help prevent the biggest complaint in front load washers—mold and odor.

“Data shows 46 percent of consumers say mold or odor is their top frustration about front load washing machines, and 1 in 2 front load owners move back to top load due to smell and maintenance,” said Lance Fox, Senior Director of Healthcare, Commercial and Building at Microban. “This was a complex issue, and Microban was proud to partner with GE Appliances to address the problem. Other front load laundry systems we’ve looked at in the past did not take a complete, systemic approach like GE Appliances to address the moisture left behind in the unit. With the residual moisture addressed, Microban developed an exclusive solution to further protect against the growth of odor causing bacteria on key components.”

The all-new UltraFresh Front Load washers from GE Appliances, engineered to stay fresh and clean, use an exclusive Microbanâ technology built into specific components to help prevent the growth of odor-causing bacteria without the need to wipe down the machine or leave the door open after each load.

After two-and-a-half years of innovation and testing, UltraFresh Front Load washers features a three-step approach to preventing unwanted odor: Drain, Dry and Defend.

  • Drain residual water: Moisture is the enemy when it comes to keeping a washer fresh and clean. GE Appliances developed a wider gasket, angled to allow water to fully drain after the wash cycle.
  • Dry while keeping the door closed: The new UltraFresh Vent System with OdorBlock™ creates a revolutionary new airflow at the touch of a button. After the wash cycle, the unit pulls in and circulates fresh air, removing moisture from the door, gasket and basket.
  • Defend with exclusive Microban® technology. Microban technology is built into the gasket, dispenser and pump during manufacturing to help prevent the growth of odor-causing bacteria in parts of the washer where moisture could linger.

“This three-prong Drain/Dry/Defend approach has proven to effectively address the consumer pain point around unwanted odor. We’re thrilled with the end result our combined GE Appliances and Microban teams have achieved, ” said Peter Pepe, VP Product Management for Clothes Care, GE Appliances.

The new UltraFresh Front Load washers also introduce a variety of exciting features driven by consumer data and insights to make laundry easier and more enjoyable.

UltraFresh Front Load washers will be available in major retailers and local independent dealers in January 2020 and range from $899 to $1,199 MSRP based on size and features. For more information, visit

About Microban®

At Microban, we promise to redefine clean with proactive product protection that lives on. Our proactive systems keep products cleaner, and control odors better by preventing problems before they start. A Barr Brands company, Microban drives innovation by combining science and creative solutions that enhance high quality consumer, textile, industrial and medical products around the world. Today the Microban brand and technologies are featured on thousands of products worldwide. The company is headquartered in North Carolina with operations in North America, Europe and Asia Pacific. For more information, please visit

About GE Appliances

GE Appliances, a Haier company, creates "good things, for life" through our passion for great appliances and the happiness they can bring to every household. With the Monogram®, CAFÉ™, GE Profile™, GE®, Haier and Hotpoint brands, people have more choices for making their kitchens and homes amazing each day. Our products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners and water filtration systems. For more information, visit


Media Contact:

Demetra A. Bernard