Domestos has extended its rimblock portfolio with Domestos Power 5, designed to provide consumers with multiple cleaning benefits in one product.
Available in two fragrances, Lime or Ocean, Domestos Power 5 boasts five cleaning benefits in one rimblock cage: rich foam, lime-scale protection, long-lasting fragrance, dirt removal and shine.
The launch will be backed by a TV campaign later in the year, running for 12 weeks from September.
Andreea Sapunaru, brand manager for Domestos at Unilever UK, said: “As the best-selling toilet and bleach brand in Britain, it’s important that we continue to adapt and cater to the needs of our consumers. In recent research we identified the five key cleaning needs our rimblock shoppers look for in a product and brought these together to create one powerful solution.
“Commanding a slightly higher price point than our current range, we expect Domestos Power 5 to deliver category growth as existing shoppers trade up within the rimblock segment and other consumers look to add Power 5 to their basket, alongside Domestos bleach, toilet gel and wipes, for that total toilet cleaning solution.”
Domestos Power 5 retails at £2.50.
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