INEOS Hygienics has launched a 16-strong household cleaning range that includes dish & hand liquid, multi-room surface spray, eco wipes, and laundry liquid.
Having supplied millions of hand sanitisers during the pandemic, the company stated that it was aiming to bring innovation and science to stagnant household hygiene categories.
The new range has been developed with proprietary technology in the UK to deliver “next-generation, plant-powered performance”.
The company added: “After noticing that competitors in the space are simply putting prices up rather than offering true innovation, INEOS is taking a different approach. Each of its next-generation products have been scientifically developed with a laser focus on product benefits that can make the biggest impact on performance.”
The surface spray and wipes are made with plant-based cleansers. They can kill 99.9% of bacteria and viruses, but are also claimed to wipe out the heaviest grease, grime, limescale and watermarks, meaning they are ideal for both bathrooms and kitchens, plus other rooms in the house.
The non-bio concentrated laundry liquid, which is also made with plant-based cleansers, removes stains without using animal enzymes which are known to irritate skin and damage clothes. It can be used at cooler temperatures, such as 20˚C, potentially saving shoppers money.
Meanwhile, the washing up liquid is a 2 in 1 dish and hand wash. As well as washing dishes, it can be used for the hands without fear of irritation. The brand noted that this means people don’t need more than one bottle next to their kitchen sink.
Rory Tait, COO of INEOS Hygienics, said: “All of our products are designed to bring the benefits of science and performance to everyone, every day. We apply scientific expertise to optimise every aspect of how our hygiene products perform so they work better, are more sustainable and redefine value for our customers.
“Our high-performance formulas are unbeatable compared to the leading brands in the category. They are skin-kind, planet kind and cruelty-free”.
Asda has secured an 8-week exclusivity deal to stock the products in more than 500 stores across the UK, supported through its Merchants Den initiative. The full range will be available to the wider trade from September.
Tait concluded: “This is a huge market that is just not delivering and is ripe for innovation. We believe that for too long, this sector has not served consumers well, and we are changing that with revolutionary products that will help every customer.”
