In this work we present a mathematical optimization based methodology for simultaneous formulae and process design in the consumer product business applied to the case of the laundry detergent. The design of a new detergent is formulated as a modified pooling problem including process, performance, processability and environmental constraints. This new features add a number of nonlinearities related to the modeling of the different aspects of the process and customer acceptance. The problem becomes a multiobjective optimization problem that is solved using the epsilon-constraint method with global optimization techniques to minimize of the environmental impact while minimizing the production cost for a couple of case studies. As future work, further process, product and legal constraints can be added to make the problem more realistic. (c) 2012 The Institution of Chemical Engineers. Published by Elsevier B.V. All rights reserved.