Unilever’s household cleaning brand Cif has expanded its portfolio with two new fragrances for its multipurpose spray range – Lavender & Blue Fern and Orange & Lemongrass.
Rolling out this month, the new products aim to tap into the growing shopper demand for multipurpose fragrance sprays, a category which has grown 18% in the last year, as shoppers look for products which combine fragrance and efficacy. Following a year of development, Cif’s new launches combine “uplifting” fragrance with a cleaning formulation that kills 99.9% of bacteria and viruses.
Following Unilever’s Clean Future Strategy and the company’s commitment to plastic reduction, the bottles are made from 50% post-consumer recycled (PCR) plastic and are also fully recyclable.
Claire Racklyeft, Home and Hygiene Category Lead at Unilever UK&I, said: “Cif has seen positive growth in the past six months, and we’re confident these new products will help drive growth of the household category. We know that fragrance is an important driver for shoppers in the household category, so combining this with Cif’s trusted cleaning efficacy is a winning formula. The new Cif Multipurpose Sprays offer an affordable option with fresh fragrance and a powerful formulation that kills bacteria and viruses. In investing in fragrance, we’re investing in the category.”
Cif will be running an above-the-line marketing campaign for the whole Cif brand until September.
The new multipurpose sprays are rolling out in Asda, Morrisons, B&M, Home Bargains and convenience retailers (750 ml – RRP £2.00)
