Enhanced innovations added to Persil’s Ultimate Liquids Range

Persil has expanded its premium liquids range – Persil Ultimate Liquids – introducing new products with added benefits, including anti-malodour technology and long-lasting freshness.

In addition, the existing Aloe Vera variant is now available in two new pack sizes, with refreshed artwork to bring it in line with the two new variants in the range.

Each product in the range provides outstanding cleaning results, removing tough stains. Persil Ultimate Non-Bio Aloe Vera is the toughest liquid Non-Bio on the market on stains and has soothing notes of Aloe Vera. Active Clean, ideal for clothes like gym gear, is boosted with FreshBurst technology, to fight odours. And,Touch of Comfort is boosted with uplifting floral fragrance from beloved brand Comfort, infusing clothes with 14 days of long-lasting fragrance.

The range contains plant-based stain removers, and bottles contain recycled plastic, and are recyclable.

Nadine Slyper, Laundry Marketing Director, Unilever, said: “Persil is driving category growth by encouraging trade up to products which better meet people’s needs. We’ve spent time crafting and developing the premium liquids range which will now include Active Clean and Touch of Comfort alongside Persil Ultimate Aloe Vera. These products deliver the outstanding stain removal and cleaning technology that shoppers have told us they want, with additional benefits like odour protection, freshness and fragrance.”

The Persil launches will be supported by over £10m marketing investment, with a new TV advert, social media campaign and out of home campaign. Additionally, further support will be live in store through point of sale, available to retailers from April onwards.

Persil 3 in 1 capsules with plastic-free packaging now on shelf

Persil continues to innovate in the laundry aisle, with its reformulated capsules and plastic-free packaging on UK shelves now. The reformulated 3 in 1 laundry capsules are the brand’s best ever capsules.

The new cardboard boxes will save over 1,000 tonnes of plastic compared to the plastic tubs, have a more concentrated capsule formulation that contains less chemicals, and a 20 per cent lower carbon footprint versus previous capsules in a plastic tub, all whilst providing the same outstanding stain removal as Persil’s current capsules. The capsules are designed for a quick and cold wash cycle, with Persil’s fastest dissolving capsule designed to leave no residue on laundry.

With 33 per cent of shoppers looking for laundry products that contain less chemicals, the new pods contain a 21.8 per cent reduction in chemicals due to the concentrated dosage within each capsule. With 40 per cent of shoppers wishing they could lessen their use of plastic packaging when using laundry products, he brand has also moved to plastic-free cardboard box packaging. The new box is easier for adults to open but is still difficult for young children to gain access, it’s also recyclable.