The named plaintiff, alleging that she was severely burned and otherwise injured when the contents of a bottle of Lestoil, a household detergent, spilled on her, brought suit against the named defendant, a retail storekeeper from whom she had purchased it, and against Lestoil Corporation and the Adell Chemical Company, the manufacturers of the product, hereinafter referred to as the defendants, to recover damages for the injuries allegedly sustained. In the second count of her complaint, she alleged that the defendants had extensively promoted Lestoil by radio, television, newspaper and other advertising whieh impliedly warranted that it could be used safely for household and other cleaning tasks and also expressly warranted that it was “the all-purpose detergent—for all household cleaning and laundering.” She further alleged that she purchased a bottle of Lestoil in reliance on the claims made in the advertisements; that the bottle had been sealed, capped and packaged by the defendants; thаt the product was not as warranted; that some of it spilled on her, causing her injuries; and that the defendants committed a breach of both the express and the implied warranties. The defendants demurred to this count on the sole ground that no privity of contract nоr any sale between them and the named plaintiff, hereinafter *712 called the plaintiff, was alleged. The court sustained the demurrer. Judgment was rendered for the defendants on the second count, and the plaintiff has appealed.
In other counts of the complaint, the plaintiff seeks recovery from the retailer for breach of express and implied warranties, and from the retailer and the defendants for negligence. As these counts are not affected by the judgment on the demurrer, they remain to be tried when issuе is joined. The plaintiff, by her appeal, is endeavoring to change the rule, which has existed in this state at least since
Welshausen
v.
Charles Parker Co.,
Within recent years, numerous cases have arisen in other jurisdictions in which the courts have extended breach of warranty law to еncompass a right of action against the manufacturer for breach of either an express or an implied warranty of his product and have eliminated privity of contract as an element essential to recovery. Dean Prosser, in an extensive rеview of the cases and trends in this regard, points out that the privity requirement was abolished by judicial fiat in cases involving the sale of food and that since 1934 thirteen jurisdictions have applied against the manufacturer a rule of strict liability for statements which prove to be false, if they were made to the public in labels on the goods or in the manufacturer’s advertising or disseminated literature and it can be found that the plaintiff relied on the statements in making his purchase. Prosser, “The Assault upon the Citadel (Strict Liability to the Consumer),” 69 Yale L.J. 1099, 1124, 11,35. The citations of the cases and the names of the products concerned may bo found in footnotes 212, 213 and 214 of the article. Id., 1135, 1136. Since its publication, the Court of Appeals of New York, in
Greenberg
v.
Lorenz,
The Virginia case,
Swift & Co.
v.
Wells,
The representation madе by a manufacturer on the packages of its detergent was held to be a warranty to the ultimate consumer in
Worley
v.
Proctor & Gamble Mfg. Co.,
*716
These cases, and others of similar import, rely on the original concept of an action for breach of warranty, that is, that it sounds in tort and is based on the рlaintiff’s reliance on deceitful appearances or representations rather than on a promise. 1 Williston, Sales (Rev. Ed.) §195; Prosser, Torts (2d Ed.) p. 507; Williston, “The Progress of the Law, 1919-1920 (Sales),” 34 Harv. L. Rev. 741, 762. The recognition of such a right of action rested on the public policy of protecting an innocent buyer from harm rather than on the ensuring of any contractual rights.
Rogers
v.
Toni Home Permanent Co.,
supra 247;
Jacob E. Decker & Sons, Inc.
v.
Capps,
*717 The neighborhood storekeeper who called all of his customers by their first names and measured or weighed out the desired amount of the commodity ordered before packaging it has practically disappeared from the commercial world. Where one occasionally survives, his method of displaying and disрensing his wares has radically changed. The shelves and showcases in his store contain, for the most part, packages and containers which have been packed and sealed by the manufacturer or by a producer who puts out as his own the produсts made by another. Neither the retailer nor the consumer can sample or otherwise examine the product. The maxim “caveat emptor” has become a millstone around the necks of dealer and customer. While the customer may maintain an action under the Sales Act against the retailer for breach of implied warranty, the dealer in turn must sue his supplier to recoup his damages and costs where the customer prevails. Eventually, after several separate and distinct pieces of сostly litigation by those in the chain of title, the manufacturer is finally obliged to shoulder the responsibility which should have been his in the first instance.
The supermarkets and other retail outlets of our day dispense with the need for clerks behind counters to wait on customers. The gоods are displayed on shelves and counters lining the aisles, and the customer, as he searches for a product, is bewitched, bewildered and bedeviled by the glittering packaging in riotous color and the alluring enticement of the products’ qualities as depiсted on labels. The item selected is apt to be the one which was so glowingly described by a glamorous television artist on the housewife’s favorite program, just preceding the shopping trip. Or the media of advertising
*718
might have been radio, magazine, billboard or nеwspaper. All are widely used in the appeal directed to the ultimate consumer. There appears to be no sound reason for depriving a plaintiff of the right to maintain an action against the manufacturer where the plaintiff alleges that he was induced to purchase the product by the representations in the manufacturer’s advertising and that he sustained harm when the product failed to measure up to the express or implied representations. This principle finds ample support in
Blake
v.
Watson,
The manufacturer or producer who puts a commodity for personal use or consumption on the market in a sealed package or other closed container should be held to have impliedly warranted to the ultimate consumer that the product is reаsonably fit for the purpose intended and that it does not contain any harmful and deleterious ingredient of which due and ample warning has not been given. See
Crotty
v.
Shartenberg’s-New Haven, Inc.,
We point out that we are concerned here only *719 with, the sufficiency of the second count to withstand demurrer and not with the proof which will be required on the trial.
There is error, the judgment is set aside and the cause is remanded with direction to overrule the demurrer.
In this opinion the other judges concurred.
