Paste-like cleaning or detergent composition comprising a) a surfactant component comprising a compound of the general formula R 1 -COOM in an amount of from 5 to 25 wt.-%, preferably 8 to 20 wt.-%, based on the whole composition, wherein R 1 represents a linear or branched alkyl- or alkenyl residue with 8 to 22 carbon atoms and M represents an alkali metal ion; 1,5 to 8 wt% based on the whole composition of a fatty alcohol alkoxylate and/or an oxo alcohol alkoxylate with 8 to 22 carbon atoms and an average degree of alkoxylation of at least 5; and an anionic surfactant selected from the compounds comprising C 8 -C 18 -alkyl sulfates, C 8 -C 18 -alkyl ether sulfates, C 8 -C 18 -alkylsulfonates, C 8 -C 18 -α-olefinsulfonates, sulfonated C 8 -C 18 -fatty acids, C 8 -C 18 -alkylbenzenesulfonates, sulfosuccinic mono- and di-C 1 -C 12 -alkyl esters, C 8 -C 18 -alkyl polyglycol ether carboxylates, C 8 -C 18 -N-acyl taurides, C 8 -C 18 -N-sarcosinates, C 8 -C 18 -alkyl isethionates and mixtures thereof; b) a compound of the general formula R 2 -O-R 3 in an amount of from 1 to 20 wt.-%, based on the whole composition wherein R 2 represents a linear or branched alkyl or alkenyl residue with 8 to 22 carbon atoms and R 3 represents hydrogen or a linear or branched alkyl residue with 1 to 8 carbon atoms; c) water and/or a compound of the general formula X-CH 2 - n -CH 2 -Z, wherein n is an integer of from 0 to 2 and X, Y and Z independently symbolize hydrogen or a hydroxyl group provided that at least 2 hydroxyl groups are present; d) one or more alkalinity sources, and e) one or more organic and anorganic builders on a non-silicate basis in an amount of from 8 to 45 wt.-%; wherein the composition essentially is free from graying inhibitors on a cellulose basis, silicates and phosphates, i.e. the content based on the whole composition is below 1 wt.-%, and exhibits at 25 °C a viscosity of from 100.000 to 500.000 mPas at 5 revolutions per minute and a viscosity of from 15,000 mPas to 80,000 mPas at 50 revolutions per minute, each measured using a Brookfield rotational viscosimeter (spindle no. 7) under otherwise identical conditions. a) a surfactant component comprising a compound of the general formula R 1 -COOM in an amount of from 5 to 25 wt.-%, preferably 8 to 20 wt.-%, based on the whole composition, wherein R 1 represents a linear or branched alkyl- or alkenyl residue with 8 to 22 carbon atoms and M represents an alkali metal ion; 1,5 to 8 wt% based on the whole composition of a fatty alcohol alkoxylate and/or an oxo alcohol alkoxylate with 8 to 22 carbon atoms and an average degree of alkoxylation of at least 5; and an anionic surfactant selected from the compounds comprising C 8 -C 18 -alkyl sulfates, C 8 -C 18 -alkyl ether sulfates, C 8 -C 18 -alkylsulfonates, C 8 -C 18 -α-olefinsulfonates, sulfonated C 8 -C 18 -fatty acids, C 8 -C 18 -alkylbenzenesulfonates, sulfosuccinic mono- and di-C 1 -C 12 -alkyl esters, C 8 -C 18 -alkyl polyglycol ether carboxylates, C 8 -C 18 -N-acyl taurides, C 8 -C 18 -N-sarcosinates, C 8 -C 18 -alkyl isethionates and mixtures thereof; b) a compound of the general formula R 2 -O-R 3 in an amount of from 1 to 20 wt.-%, based on the whole composition wherein R 2 represents a linear or branched alkyl or alkenyl residue with 8 to 22 carbon atoms and R 3 represents hydrogen or a linear or branched alkyl residue with 1 to 8 carbon atoms; c) water and/or a compound of the general formula X-CH 2 - n -CH 2 -Z, wherein n is an integer of from 0 to 2 and X, Y and Z independently symbolize hydrogen or a hydroxyl group provided that at least 2 hydroxyl groups are present; d) one or more alkalinity sources, and e) one or more organic and anorganic builders on a non-silicate basis in an amount of from 8 to 45 wt.-%;