UK manufactured eco-friendly cleaning brand, Astonish has launched five new product ranges, including household cleaning and personal care products.
The ranges are all available for an RRP starting at just £1 and are purchasable at major supermarket stores across the UK. The ranges include a Fabric Refresher with advanced ‘encapsulated’ technology, that leaves clothes and upholstery fragrant for up to 42 days, and toilet gels that feature a bespoke bottle designed to give users 360° coverage when cleaning.
Fabric Refresher – RRP – £1.50 – 750ml
Featuring advanced ‘encapsulated’ fragrance technology, Astonish’s new Cotton Fresh Fabric Refresher will leave a lasting fragrance on clothes and upholstery for up to 42 days – far longer than many other brands on the market. Set to be a popular choice in the category due to this unique feature, the new product, with a fully recyclable bottle, is already available in Asda, The Range and soon to be purchasable from Iceland stores.
White Vinegar Cleaners – RRP £1.25 – 750ml
White Vinegar is acclaimed as a traditional cleaner for homeowners, used to effectively clean multiple surfaces around the home. However, the scent left behind from vinegar often lingers in the household. The two new sprays from Astonish offer a solution to this problem, combining the natural cleaning powers of vinegar with uplifting aromas of gardenia & vanilla and zesty citrus, for a powerful yet fragrant solution. The products are multipurpose and can be used to clean glass, hard-surfaces and mirrors as well as to remove odours, stains and limescale. Available in Asda stores from next month, as well as in Iceland from April.
Toilet Fresh – RRP £1 – 750ml
Coming to Iceland, Home Bargains, The Range and Poundland stores in March are three new Toilet Fresh gels featuring a newly designed, bespoke bottle with an angled neck to give users 360° coverage when cleaning the bathroom. The toilet gels kill 99.9% of bacteria and remove and prevent the build-up of limescale, as well leaving a lasting fresh fragrance in four scents – lemon, peony, ocean and eucalyptus.
Shower Crémes – RRP £1 – 400ml
Astonish continues to prove a popular choice in the personal care category, and as such the brand has launched new Shower Crémes, featuring three new fragrances with added moisturisers and essential oils. All are dermatologically tested and come in three scents – rose, cashmere and coconut. Now available in Iceland and in Poundland stores from March.
Shampoos and Conditioners – RRP £1 – 400ml / 375ml
Three new shampoos and conditioners will be joining the Astonish personal care range alongside the Shower Crémes. Targeted at all hair types, the products are dermatologically tested and contain pro-vitamin B5 to keep hair soft and silky. Consumers can choose between three different fragrances – apple, coconut and tropical, set to be available in Asda and Iceland stores in the coming weeks.
The growth in new products follows a year of serious growth for Astonish, recently investing a staggering £25m in a new production facility in Yorkshire, increasing the company’s manufacturing footprint from 52,000 sq. ft to a whopping 128,000 sq. ft.
Howard Moss, CEO of Astonish, commented: “We’re passionate about NPD here at Astonish, striving to create quality yet cost-effective cleaning and personal care solutions available in retailers of all sizes, while never compromising on our commitment to vegan and cruelty free.
“It’s this strive for innovation that has seen Astonish achieve circa 33% growth in the value of our sales in 2023, compared to the previous 12 months.”
Alongside NPD, from the beginning of January, Astonish began to implement its largest single marketing initiative to date, investing £1.4M in a TV campaign currently running across ITV channels.
Howard continued: “Looking ahead, we want Astonish to be readily available in the homecare section across all four major multiples. We’re currently stocked in Asda, Sainsbury’s and Morrisons and we hope the launch of our latest TV campaign and commitment to product innovation will not only drive awareness to retailers of Astonish’s credibility amongst consumers, but also showcase the brand’s leading eco-credentials.”
To find out more about stocking Astonish in your store, get in touch today: info@astonish.co.uk
