American household goods company Orange Glo is planning a &£4m assault on the UK market as part of its plan to enter into Europe.
The company is trawling advertising agencies to help support its launch in the UK. The pitch is being led by the AAR. The company is expected to compete against Procter & Gamble and SC Johnson.
Orange Glo, a privately owned company which was started in Denver in 1982, is also launching into the French and German markets this year. Its products include OxiClean laundry additive and stain remover, Orange Clean cleanser and Orange Glo wood polish and cleaner.The company also produces hand soap, shampoo, car polish and other cleaning accessories.
It recently launched a new ammonia-free cleaner called Kaboom in the US.All of Orange Glo’s products are based on the citrus orange oil ingredient, known within the cleaning industry to have natural degreasing properties.
In the recent past, The UK has seen the roll-out of several cleaning products based on orange peel and oil extract. Last summer, SC Johnson launched Mr Muscle All-Purpose Orange Action to lure consumers to the brand (MW June 27, 2002). Manufacturers of own-brand household products are also in the process of launching a raft of cleaning products using orange extracts.