Jeyes, the hygiene and household goods company, is extending its Bloo brand with the launch of a range of liquid toilet-rim cleaners.
Bloo Fusions, which is going into stores now, is a clear liquid detergent and fragrance gel designed to fit under the rim and provide a continuous aroma.
It has a higher concentration of detergent than other rim products and uses a clear liquid to eliminate coloured drip marks in the bowl. The product is available in two variants, Lavender & Orchid and Waterlily & Freesia.
Jeyes brand manager Louise Pearson says it has been developed in response to consumer demand for new innovation in the automatics toilet-cleaning category, which has suffered a decline in recent years. She says: “In the past, new product development has failed to deliver on what people were expecting of a liquid rim product.”
Positioned as a premium product, Bloo Fusions will be supported by a £1m advertising campaign by WARL Change Behaviour early next year. The agency handles the advertising for the Bloo and Parazone brands (MW August 25, 2005).
Rival Sara Lee launched the Ambi Pur Total Fresh rim-cleaning range last month.