Jeyes to consolidate grip on sector with ‘first’ liquid in-cistern cleaner

Household goods manufacturer Jeyes is to launch the first liquid format in-cistern toilet cleaner in October in an effort to consolidate its control of the toilet cleaning market.

Called Bloo Acti-clean, the new product will be supported by a £3m advertising campaign, which will include television activity to break in January. Incumbent creative agency Poulter Partners is working on the campaign, while John Ayling & Associates handles media buying for Jeyes.

Jeyes claims that the launch will revolutionise the in-cistern cleaning market as liquid dispensers have driven sales in the “rim” category. It also says that Acti-clean will be the first new format in the £20m in-cistern toilet cleaner category. The sector is led by the Bloo brand with a 41 per cent share, but its position is increasingly contested by own-label alternatives.

A Jeyes spokeswomen says Acti-clean will be more effective than traditional in-cistern capsule cleaners. Jeyes marketing controller Jayne Hazlewood says: “Acti-clean will completely revolutionise the market. There is nothing else like it. The recent shift in the rim category towards liquid will be matched in the in-cistern category.”

Acti-clean is the first major launch under the Bloo brand since the £134.2m management buy-out from household goods maker IWP in July last year.

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