Unilever’s Cif unveils co-branded products with US start-up Scrub Daddy

Cif, household cleaning products brand from Unilever, has launched of a new line of co-branded products with Scrub Daddy, which makes cleaning tools including sponges and scouring pads.

Unilever said the move has significant growth potential as it marks Cif’s entry into a new category, the cleaning tools segment, and the US market.

Scrub Daddy is one of the fastest-growing household care start-ups in the US and maker of innovative and fun cleaning tools such as its smiley-faced, texture-changing sponge, which has become a social media phenomenon.

Launched ten years ago, Scrub Daddy has achieved sales which have consistently doubled year-on-year and recently crossed $670 million (£545m), and its products are now available in more than 20 markets worldwide.

The partnership is forged by Unilever International, the global business unit that focuses on building new white-space opportunities, and will focus on the marketing and distribution of Cif Cream co-branded products.

“This partnership is the perfect match,” said Kewal Sanghvi, senior business development manager at Unilever International. “Both brands are well-known for making high-performance cleaning products in their respective areas of expertise, so together they offer a great combination for consumers.

“Scrub Daddy’s product innovation, in both material and design, will help Cif build brand recognition through association. And its digital presence will enable Cif to reach exponentially more consumers on social media. We’re really excited to see how this partnership develops.”

The partnership officially kicked off in the US and Singapore in January, and will roll out in other markets across Asia, Europe, the Middle East and the Americas throughout the year. The brand has also plans to collaborate on co-developing innovative new products in the future.