28 Feb 2008


Print	Email

Comfort Laundry

Comfort Laundry

Unilever

Top 100 Grocery Brands

Source : Checkout Nielsen Top 100 Grocery Brands
Position: 64
Leading fabric conditioner brand Comfort saw sales increase by 3.5% last year to £100.4m but its brand ranking slipped from 61 to 64.

Comfort

Growth was driven by a relaunch of its Concentrates range, which introduced 'Fresh Release Technology' to infuse clothes with fragrance that is then released through natural body movement throughout the day.

Brand owner Unilever spent £6.5m to support the launch including TV, radio, sampling, direct marketing, e-tail and PR.

It followed the March launch of Persil and Surf Small & Mighty, doubly concentrated liquid from Comfort's Unilever stablemates.

Small & Mighty bottles are half the size of the current dilute liquid bottles. As with Comfort Concentrates, Unilever claims the smaller footprint offers retailers more revenue per square metre of shelf and fewer out-of-stocks.

The brand owner claims space savings achieved by the smaller format translate into supply chain improvements, with fewer vehicles required to transport the same number of skus.

At the same time, there is a reduction in packaging and water usage with the move to smaller formats.

2007 £100.4m
2006 £97.0m
yoy change 3.5%

Email this to a friend