Bold extension to take on mites

Procter & Gamble is extending its Bold brand into the household bedding sector with the launch of “Wash Me Fresh” pillows, duvets and mattress protectors.

The new Bold 2in1 range, through a tie-up with pillow and duvet maker John Cotton, will be rolled out in Argos, Morrisons and TK Maxx stores in the coming weeks.

The launch will be supported by on-pack promotions, which encourage consumers to wash their bedding regularly at 60 degrees – the temperature which kills the dust mites associated with health problems and breathing difficulties.

John Cotton sales and marketing director Phil Atherton says: “With more consumers aware that mites cause asthma and allergies, we wanted to develop a bedding range with Bold that was more robust and longer lasting, when subjected to regular machine washing. “By developing products with P&G, we hope to further educate consumers and help protect them against the health impact of dust mites,” he adds.

The launch is the second tie-up between the US consumer goods giant and John Cotton, following the launch of its Lenor “Shake Me Fresh” range of bedding products last year.

The range claims to offer consumers the “just washed” smell of fresh laundry. It manages this by impregnating the fibres and fabric of the products with a Lenor-based lavender and camomile fragrance which continues to be released after several washes.