Tissue maker Accrol has entered an agreement with Unilever to exclusively produce and sell a kitchen towel product under its Lifebuoy hygiene brand.
The company stated that it aims to deliver Lifebuoy kitchen towel at a retail price-point between the current market leader and its private label equivalents.
The Lifebuoy range includes two of the top four selling SKUs in major UK retailers, and the addition of a kitchen towel product is expected to enhance the household product offering for Unilever.
Gareth Jenkins, Chief Executive Officer of Accrol, said: “Last month, we laid out our strategic plans for the business, which included the expansion of the group’s activities into higher margin, third-party licensed brands. That Unilever has chosen Accrol to bring Lifebuoy kitchen towel to market is testament to the capability of our business and our increasingly strong reputation in the market.”
NAM Implications:
- A new way of piggybacking established brands?
- Time to take a creative look at possible combinations for your product portfolio?
