Asda to take on Unilever with eco detergent range

Asda is gearing up to take on the major brands in laundry with the launch of an eco-friendly concentrated detergent called Tiny But Tough. The range will be introduced in store on August 27.

The detergent is being positioned to compete with Persil Small & Mighty, which was launched by Unilever in 2006, and sister brand Surf Small & Mighty.

Tiny But Tough is a range of 2x concentrated liquid detergents designed to appeal to consumers keen to do their bit for the environment. It uses less packaging, less energy in transport and needs less water. Unilever’s products offer the same benefits. The Asda range comes in four variants; biological, non-biological, colour care and a two-in-one version which contains fabric conditioner. It is £2.00 for 21 “doses”, significantly cheaper than Persil Small & Mighty, which costs £3.68 for a similar amount (in Asda stores).

The Asda launch will be supported initially with a variety of in-store events but other marketing activity will follow. The supermarket says it has made significant investment in the formulation of the range and has paid particular attention to the fragrance of the products.

Tough But Tiny is the latest laundry product to be marketed to appeal to the eco-conscious consumer in what is set to be a spate of launches in the coming months.

Reckitt Benckiser is thought to be about to launch a range of eco-friendly laundry detergents (MW August 2). It is also understood that Procter & Gamble is gearing up to launch a new detergent that will be marketed as environmentally friendly, with suggestions that its range will also claim to make energy savings.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here