Aquados challenges Finish with first brand extensions

Laundry products company Aquados is to add its first extensions to its core range with a raft of products in the dishwashing and household cleaning market.

Aquados will launch a line of soluble dishwashing powder sachets to challenge the market dominance of Reckitt Benckiser’s Finish brand this summer. Like Finish, Aquados will offer a “3-in-1” cleaning action.

Gerry Hinton, founder and chairman of Aquados, says Reckitt Benckiser has “no real competition in the dishwashing market”. He adds that there is potential for another challenger in the sector. Other brands in the dishwashing field include Procter & Gamble’s Fairy and Henkel’s Glist.

Hinton says the company also intends to launch a range of floor and household cleaning products this year. Aquados has been without an ad agency since the demise of Faulds Advertising last year.

The products will be the first extensions to the Aquados brand, which was launched with a one-dose soluble laundry powder sachet in 2001 (MW October 25, 2001).

Aquados was the only powder sachet on the market until last year, when retailer the Co-operative Group launched its own-brand version (MW June 26, 2003).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here