Unilever UK is investing pound;15m in an initiative to drive re-appraisal of the entire laundry category.
The company is launching a new 2x concentrated liquid detergent across both Persil and Surf entitled ‘Small Mighty.’ One 35ml cap is powerful enough to clean a wash load, rather than the 75ml dosing of the current 1.5 litre dilute product.
The Small Mighty bottle is half the size of current liquids meaning an estimated 50% reduction in time to replenish the shelf, 50% reduction in out-of-stocks and 50% increase in revenue per square metre of shelf. It also allows for 156% more SKUs per pallet which will result in 60% reduction in the number of pallets used and 60% reduction in cases transported.
Zoe Hayward, Persil brand manager of Unilever UK, said: “Unilever intends to continue driving the laundry market through consumers-led innovation. Small Mighty is an excellent example of how we can bring direct benefits to the consumer and significant benefits to the retailer.”
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