The UK’s number 1 laundry detergent brand, Persil, is diversifying its portfolio expanding to a new format “Laundry Detergent Sheets” that will be exclusively available online in Amazon from July.
Laundry detergent sheets are becoming more popular, with internet searches growing faster than other category formats in the UK – up by 129%. Shoppers are looking for an alternative laundry solution that is convenient and sustainable, but also one that will take care of clothes and will not require to sacrifice fragrance at the forefront too.
Responding to this, Persil now offers a new product as an alternative to the most traditional washing liquids and capsules. The sheets use biodegradable ingredients and naturally derived stain removers, which work in quick washes and within temperatures as low as twenty degrees, dissolving in hot or cold washes in less than fifteen seconds. The new product uses a unique slow-release fragrance technology which is designed to provide an uplifting fresh scent long after wash, perfect for consumers who want their clothes to smell fresher for longer.
The new product provides superior cleaning performance, better and faster dissolution and more intense lasting fragrance when compared to other brands offering this format. What’s more, the product is packaged in a paper-based box, which is recyclable, compact, lightweight (on average 80% lighter than other formats) and easy to carry, use and store.
Eleni Koulara, Dirt is Good/Persil marketing director at Unilever UK&I, says: “We are ready to disrupt the market with a new format from Persil, that we are confident consumers will love and which can bring incremental sales to the category. We know that shoppers are looking for new laundry alternatives that can provide high quality cleaning results and beautiful fragrances whilst also being sustainable. As the UK’s leading brand, we are in a prime position to deliver exactly what they need.”
The launch will expand to other e-commerce and grocery channels in 2024.
