Laundry liquid brand, Persil, has announced it’s ‘revolutionising’ laundry by upgrading its capsules from a three-chamber to a new advanced four-chamber design across its Bio and Non-Bio portfolio.
Featuring its Nano-Power and Nano-Sense technologies, the redesigned capsules look to “encourage shopper trade-up into premium products and drive growth in the laundry category,” it said.
The revamped range is designed to tackle tough, dried-in stains, delivering an increase in the level of cleaning actives per drop compared to the previous formula. The new formulation was developed over 10 years with Unilever’s expert UK R&D team and specialists in detergent technology to respond to ongoing shopper demand for improved wash results, particularly on tougher stains.
Guille Vosen, UK&I home care marketing lead at supplier Unilever, said: “Stain removal remains a top priority for laundry shoppers - with 60% saying that it’s their key pain point with current laundry offerings - and this redesign of our Persil capsules reflects a significant step forward in our capsule technology.”
The redesign also features a fragrance system with both an instant burst of scent and long-lasting freshness to deliver outstanding fragrance at every stage of the wash. The capsules are encased in a crystal-clear, fast-dissolving film that is effective even in ice-cold water.
Vosen added: “We understand scent and visual appeal are vital to the overall laundry experience. We’ve carefully designed each chamber of the new capsule to ensure improved fragrance and elevate every wash, providing a premium sensory experience that reinforces the superior quality and innovation shoppers expect from Persil.”
The relaunch will be backed by a £9.5m marketing investment to drive awareness, trial and instore demand, Unilever confirmed.
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