Jeyes is extending its toilet cleaner brand Parazone into the out-of-home sector with the launch of Parazone Travel Wipes.
The travel wipes, which are designed to fit in a handbag and are smaller than a pack of facial wipes, will target consumers who travel regularly and are concerned about hygiene in public toilets.
The launch will be supported by a &2m TV and press campaign, created by Poulter Partners.
A pack of 15 Parazone Travel Wipes will cost 79p and be stocked in the toilet-cleaner section of retailers, including major supermarkets.
A Jeyes spokeswoman says: “Parazone has a strong heritage in the toilet cleaning category and the wipes are for those consumers who are not too sure about the cleanliness of public toilets.”
Last year, the company introduced Parazone Fizz Tabs. The tablets, which come with a blue dye and lemon fragrance, claim to remove up to four weeks of limescale from the toilet bowl.
Jeyes recently extended its Bloo in-cistern blocks into the liquid toilet cleaner market. The liquid toilet cleaners are called Tropical Waters and Tropical Sunshine.