V.I.Poo, the ‘pre-poo toilet spray solution’ offers a discreet and fragrant solution to an embarrassing everyday issue.

It works by forming a protective and aromatic layer with essential oils on the surface of the toilet water, trapping unwanted smells and confining them to the toilet bowl.

The new product is available in a handy 55ml bottle (lasts for up to 100 uses) in four fragrances: Fruity Pin Up, Lavender Superstar, Lemon Idol and Rosy Superstar (RRP £8.00).

While this concept is the first of its kind to enter UK grocery channels, it has already proven hugely successful in the US, Belgium and the Netherlands.

The latest launch from Air Wick can be found in the Lavatory Care aisle where it has been positioned in response to consumer expectation, with this placement expected to drive +13% more shopper penetration compared to the next best in-store location.

The launch is supported by a £2m marketing investment across in-store, online and above the line, including POS, off-shelf displays and social media. The first of three flights of TV advertising begin in mid-February.