Fairy adds two new dishwash products

Available now, Fairy Clean & Care and Fairy Pure Clean Antibac will offer consumers additional benefits that improve dish cleaning performance whilst still leaving hands both soft and moisturised.

Fairy Clean & Care containing natural extracts is the mildest ever Fairy liquid, helping to keep hands soft and moisturised, whilst leaving dishes squeaky clean to the standards consumers have come to know from the leading brand in the category.

Clean & Care will be available in 450ml bottles in Cucumber & Aloe Vera, Silk & Orchid and Almond variants, at an RRP of £1.38.

New Fairy Pure Clean Antibac not only tackles grease better than ever before, but also stops bacteria growing on the sponge, giving increased peace of mind to consumers.

The new Fairy Pure Clean Antibac formula has been recognised by the Royal Institute of Public Health (RIPH), an independent body that aims to promote improved public health. Fairy is the only brand in the dish wash category that has been awarded the RIPH Gold Seal for achieving 10 years recognition in this area.

Fairy Pure Clean Antibac will be available in Grapefruit & Garden Mint, Lime Green & Lemon Grass and Eucalyptus at a price premium of £1.38 RRP. This clear price premium ensures that consumers recognise the added functional benefits and offers retailers an opportunity to build profits within the category, particularly with the growth in premium products.

Paul Lettice, Trade Communications Manager for P&G comments: “P&G is constantly working to develop the Fairy Liquid brand to provide the best cleaning power, whilst driving category sales for the retailer by understanding exactly what consumers are looking for and require in a dish wash product.”

“Recent years have seen an increase in demand for premium products and this category is no different. Research indicates that premium products in this category can add up to 6% incremental growth – worth an anticipated £12 million in retail sales value – to the category. It is clear therefore that these developments in the Fairy portfolio are set to be very significant and boost sales for retailers across the UK.”

“The launch of both Fairy Clean and Care and Antibac are sure to keep Fairy ahead of the competition and continue to generate growth in premium and specialist dish wash. The combination of the Fairy brand heritage and consumer trust, working together with these innovative new products is sure to be a winning proposition for retailers and consumers alike.”

For stockist information call 0800 597 3388.