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P&G's Battles Bacteria With Microban 24 Launch

Procter & Gamble has announced the launch of Microban 24 in the UK, a new disinfectant brand that it claims kills 99.9% of bacteria, and continues to act 24 hours after being first applied.

According to the consumer goods giant, close to half (47%) of UK consumers believe that they’re getting long-lasting protection from their existing antibacterial cleaners, but bacteria can often redeposit with each new touch.

"Everyday touches are a normal and unavoidable part of daily life – from opening doors, windows and cupboards, to climbing stairs and emptying the bins – and yet, each of these touches could spread viruses and bacteria around your home," said Paris Kallintzis, P&G Home Care brand director, UK & Ireland.

"At a time when we are more aware of the germs around us than ever before, people are looking for disinfecting products that they can rely on."

The new product is available as a disinfectant spray, multi-purpose cleaner and bathroom cleaner, in both fresh and citrus-scented variants.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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