Unilever’s cleaning brand Domestos is expanding its Power Foam range with the launch of a bleach variant.
Domestos Bleach Foam combines the performance of Domestos bleach with Power Foam’s convenient upside-down 360-degree spray trigger technology to kill germs in the hardest-to-reach places.
The new product is claimed to deliver effective stain removal and unrivalled whitening, with the thick foam allowing the user to easily cover a larger surface area when compared to liquid bleach alternatives.
The launch will be supported by a media investment, including a TV campaign from May and shopper activity to drive visibility in-store. In addition, Domestos will continue investing in retailer e-commerce channels.
Sophie Brooke-Jones, Unilever Home Care UK & Ireland home & hygiene lead and Home Care net revenue management lead, commented: “Domestos Power Foam is our most disruptive innovation in a decade, and now we are expanding our range to meet the needs of consumers looking for a superior bleach clean. We know that our consumers find the upside-down bottle easy to use allowing them to reach those hard-to-reach places in the bathroom like under the toilet rim, under sinks and behind taps.
“Domestos has the highest brand awareness in this segment and is the signpost brand for the toilet and bleach category. The Power Foam range has built on the success of the brand by bringing innovation to market that delivers a true point of difference when it comes to effective household cleaning and hygiene, helping retailers to drive incremental sales in this category and also attract new shoppers.”
Domestos Bleach Foam is the fifth product to join the Power Foam range and will be available in a 450ml format in grocery and convenience channels from April.
