Domestos expands Power Foam range with Bleach Foam variant

Leading toilet and bleach brand Domestos has expanded its successful, multi-year innovation Power Foam range with the launch of Domestos Bleach Foam.

This is the first product in the range to contain bleach and targets those consumers looking for a superior bleach clean for the toilet and bathroom.

Domestos Bleach Foam combines the performance of Domestos bleach with Power Foam’s unique and convenient upside-down 360-degree spray trigger technology to kill germs in the hardest-to-reach places.

The new variant delivers effective stain removal and unrivalled whitening, leaving bathroom surfaces whiter and shinier for longer. The thick foam allows the product to cover a larger surface area, providing an even more efficient cleaning experience when compared to liquid bleach alternatives, where one Domestos Bleach Foam bottle lasts as long as two Domestos Thick Bleach bottles.

The launch is supported with a strong media investment, including a TV campaign from May, as well as a high shopper investment to drive visibility in store. In addition, Domestos will continue investing in retailer e-commerce channels to ensure the Power Foam range remains unmissable online.

“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,” said Sophie Brooke-Jones, Unilever Home Care UK & Ireland home & hygiene lead and Home Care net revenue management lead.

“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.”

The launch continues to build on of Domestos’ multi-year innovation support, which also sees the brand’s three core Power Foam variants - Arctic Fresh, Citrus Blast and Floral Burst – reformulated to offer an improved foam with more effective cleaning power. The portfolio is also receiving updated, premium packaging with enhanced messaging to better guide shoppers in selecting the right product for their needs.

Since its launch in 2022, the Domestos Power Foam range has played a huge part in growing the category, with 5.7 million consumers purchasing the range since launch.

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.