The Kitchen Towel market got a shake up when Thirst Pockets Multi Cloth launched in 2011 representing the most exciting innovation in the kitchen towel category in a number of years. Now the product has been recognised in the UK’s largest consumer voted award for product innovation – Product of the Year.
Awarded Product of the Year 2012 in the General Household category the super-strong roll of kitchen towel that performs like a cloth has full distribution across the major multiples and has delivered £3.9m of category sales since launch with a household penetration of 4.7%.
Thirst Pockets Multi Cloth products will carry the Product of the Year logo on pack and will be supported by a comprehensive marketing support programme in place from February to support the win. The marketing campaign will comprise of Press, in-store, PR and online activity.
Consumers have been wowed by Thirst Pockets Multi Cloth’s versatility, tackling any job – big or small. Whether it’s wiping up small spills, polishing furniture and glass, cleaning up in the car or even scrubbing the hob, Thirst Pockets Multi Cloth makes chores simpler and kitchen cupboards less cluttered, performing like a duster, sponge and cloth all in one.
Vicky Williams, Thirst Pockets marketing manager at Georgia-Pacific, said: “We are delighted with our Product of the Year win; it’s really the icing on top of the cake for us as Thirst Pockets Multi Cloth has surpassed our expectations since launch. For us there is no better endorsement than the Product of the Year awards as it’s voted for by consumers, for consumers.”
Thirst Pockets Multi Cloth are available in all major retailers priced at £2.39 (MRRSP).
