Procter & Gamble is investing &£5m in the launch of a Fairy-branded fabric conditioner in a bid to win share from the market leader, Unilever-owned Comfort.
The softener, which will be launched in January, is expected to build on the brand’s heritage as a product for sensitive skin. It will be supported by a television campaign as well as press and outdoor advertising.
Industry insiders say the launch is designed to shake up a sector led by Comfort, which has a 45 per cent share of the UK’s &£275m fabric conditioner market (Mintel).
One source says: “The brand has a softer, more sensitive image, so a fabric conditioner should appeal to its consumers.”
Meanwhile, P&G is planning to introduce Daz Citrus, a lemon-scented version of its Daz detergent brand, next year.