P&G has added a new premium range, Flash Ultra Power, to its portfolio of surface cleaning products.

The collection comes in three scents; Lemon, Fresh and Blossom & Breeze, and is sold in a variety of formats including wipes, a handheld spray, multi-surface cleaner and marks & stains remover.

The Flash Ultra Power range has been developed to remove up to 100% of dirt, grease and grime. P&G has also introduced a new dark blue look for the range that is designed to give extra shelf stand-out. 

Patrick Megarry, homecare brand manager at P&G, said: “We’re supporting the launch via a multi-million-pound campaign with the aim of driving further category growth. What’s more, we know people want to spend less time cleaning their homes and using the best products can help speed up this process. This new extra power range raises the bar in surface care providing better cleaning power than before.

“By developing both sprays and wipes in this new premium collection, we hope to encourage bigger basket spend. Retailers should make sure they are positioning Flash Ultra Power alongside our core selection of surface cleaners. Our ShelfHelp website provides planograms to demonstrate how best to display and encourage multi-buys of Flash as well as other helpful tips and advice.”

The launch will be supported with a TV campaign running until May, alongside high impact POS including FSUs, shelf trays and shelf frames.

Flash Ultra Power spray has an rrp of £3 per 500ml bottle. Ultra Power wipes are available in packs of 45 and 72 with an rrp of £3 and £4 respectively. Both products are available to convenience stores now.