Unilever Introduces Bigger Laundry Packs

Unilever UK is revolutionising the laundry category with a move into bigger concentrated liquid packs. This move is led by Persil the number one brand in laundry. In creating larger concentrated liquid packs Unilever UK is accelerating the growth into liquids, offering consumers better value for every pound they spend and creating a more environmentally friendly product offering.

Unilever UK is revolutionising the laundry category with a move into bigger concentrated liquid packs. This move is led by Persil the number one brand in laundry. In creating larger concentrated liquid packs Unilever UK is accelerating the growth into liquids, offering consumers better value for every pound they spend and creating a more environmentally friendly product offering. The focus on expanding the concentrated liquids range is being supported by a £12million marketing spend in 2010 and is expected to drive sales and add incremental value to the category.

Dani Ross brand manager for Persil said, “Concentrated liquids are the fastest growing format in laundry and will continue to be the driver in the category as customers move from traditional powders into more modern liquids. Laundry liquids are also more compact, offering better shelf efficiency whilst driving profits for retailers due to high product margins.” The big pack range includes 85 wash, 54 wash and 28 wash packs and runs across both Persil small and mighty and Surf small and mighty. The bigger packs offer better value for money, good news especially for families and are even better for the environment.

“The packaging for both Persil and Surf small and mighty is designed to suit the way consumers recycle – helping reduce the amount that goes to landfill. The bigger packs can also save consumers up to nearly 50% less packaging and what’s more when washing at 15C consumers can save over £1 on energy with every pack . The packs are in store with RRPs £4.30 to £14.99.

Source: Unilever