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).

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