Reckitt Benckiser is gearing up for the multi-million-pound launch of its latest dishwasher tablet, Finish Quantum.
The new resin capsule is expected to be on supermarket shelves within the next few weeks.
It comprises three cleaning agents – which the company claims would otherwise be incompatible – housed in separate compartments in a dissolvable resin capsule. A micro powder works on baked-on food residues, a power-ball tackles stains like tea and coffee, and a shine-gel removes spots and smears on glasses and cutlery.
The resin capsule enables each component to be released at separate stages of the wash. It will also act as a wrapper, so consumers can avoid contact with the detergents and have no packaging to throw away.
The launch is the latest addition to Reckitt Benckiser’s flagship Finish range, which has a 60.2 per cent share of the UK’s &£185m dishwasher detergent market (AC Nielsen).
The launch is likely to be backed by a co-ordinated television and press campaign, worth several million pounds, from creative agency Euro RSCG later this year.
The Quantum product follows the &£6m launch of the Finish 4-in-1 range at the beginning of this year, which offered a combined salt, rinse aid, cleaner and glass protector.
Finish Quantum will be endorsed by leading dishwasher manufacturers including Bosch, Neff, Siemens, Whirlpool, Zanussi-Electrolux and AEG-Electrolux.