Oven Pride, the UK’s no 1 oven cleaner, is entering a new phase of growth with a refreshed brand identity and a significant range expansion with 3 new products, designed to take the brand beyond the oven into the wider kitchen and outdoor cooking space.
The relaunch sees its original and best-selling Oven Pride Deep Cleaner box updated with a more modern look, while still nodding to its distinctive orange heritage that has made it a household staple for decades.
Alongside this, the range is expanding with the launch of four new trigger spray products: Kitchen Pride Multi-purpose Spray, Fridge Pride Spray and the Hob Pride Spray.
This move broadens Oven Pride’s relevance with shoppers, positioning it as a more complete kitchen cleaning solution rather than a single-use, occasional product.
The launch forms part of McBride’s broader transformation strategy, which is seeing increased focus and investment in its owned brands. As highlighted in the recent Surcare rebrand announcement, McBride is significantly increasing investment into its brand portfolio, with a renewed emphasis on driving growth through innovation, stronger brand positioning and expanded consumer reach.
To support the next phase of growth, Oven Pride will benefit from a comprehensive marketing push, including its first TV advertising campaign in over ten years, set to air later this year. This will be supported by continued innovation, with additional new product development (NPD) planned to further extend the range and strengthen the brand’s presence in the category.
Pavan Chandra, who leads marketing strategy and implementation for McBride’s brands, said: “Oven Pride has built strong recognition as a trusted solution for tackling tough oven cleaning jobs, but we see a clear opportunity to take that credibility further across the kitchen and outdoor cooking category.
“This relaunch is about modernising the brand while staying true to what consumers already love: its effectiveness and recognisability. At the same time, the introduction of new formats allows us to expand usage occasions and drive incremental growth for both the brand and the category.
“As part of McBride’s wider strategy, we are increasing our investment behind brands like Oven Pride to unlock their full potential through innovation, stronger marketing support and a more cohesive brand experience across the range.”
With a refreshed identity, expanded product range and increased marketing investment, Oven Pride is well positioned to accelerate growth and strengthen its role within the household cleaning category. The new packaging and expanded range will begin rolling out across retailers in the coming months, with further announcements on innovation expected later this year.
