Unilever has launched a new product, Persil Powergems, which the company describes as a 'ground-breaking new format in laundry detergent'.
The new Persil product uses 100% active ingredients, fewer chemicals per wash, and is two times more concentrated than washing powder.
Unilever says that this launch represents the company's 'significant investment and commitment' to research and science-led manufacturing. The product was developed at Unilever's R&D centre in Port Sunlight, Wirral, following an €18 million investment.
“As the first major innovation in laundry care in a decade, Persil Powergems delivers the ultimate washing experience with a combination of powerful stain removal, care and intense freshness, in a unique, new concentrated format," said Gemma Cleland, executive director for home care at Unilever.
"By offering shoppers this category-first innovation, we believe we will encourage further innovation and help grow value for our retail customers and our business."
Ian Bell, global lead for home products at market research provider Euromonitor International, added that the laundry detergent market has been "in need of innovation".
“In Europe the migration to liquids and low temperature washing has introduced consumers to poor wash performance in some circumstances and also elongated wash times at a time when consumers are looking for speed," he said. "If this new innovation can help reintroduce ‘balance’ while at the same time cutting chemical usage then it is indeed a product to watch.”
Euromonitor’s report, Unilever Group in Home Care, notes that ‘rising health and environmental consciousness are having a growing influence on purchasing decisions across Unilever’s areas of operation'. Its data shows that the global laundry market was worth $56.5 billion in 2016, up from $44.8 in 2011.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.