Borden said it is holding talks with Purex.

New York-based Borden Inc. confirmed rumors that it is holding discussions with Purex Industries Inc. to purchase the Lakewood, Calif.-based company’s consumer products business that consists of household cleaning products sold under the names of Purex, Brillo, Trend, Dutch and Sta-Puf, as well as Ellio’s frozen pizza. A Borden spokesman described the talks as “very preliminary.” Repeated calls to Purex, which was purchased by a private investor group in 1982, were not returned.