P&G to replace Bold and Lenor with premium line

Procter & Gamble is launching a laundry sub-brand that aims to reposition its Bold and Lenor ranges as premium products. The Infusions range will be introduced early next year.

Procter & Gamble is launching a laundry sub-brand that aims to reposition its Bold and Lenor ranges as premium products. The Infusions range will be introduced early next year.

The range will be co-branded Bold Infusions and Lenor Infusions but will have new packaging that will make them look similar. They are also expected to have matching “infused” fragrances to indicate to consumers that they should be used together.

The launch is expected to be supported with a major marketing campaign.

One insider says the products will not be sold as a pair but the new design shows they are “clearly intended to go together”,

The strategy has already been introduced in the US for its Tide detergent and Downy fabric softener lines. P&G launched Tide Simple Pleasures and Downy Simple Pleasures at the end of 2006. The range includes fragrances such as Rose & Violet and Magnolia & Orange Blossom.

P&G also launched premium versions of the concept in the US two months ago: Ultra Downy Pure Essentials, and Tide Pure Essentials. These are positioned to appeal to environmentally-conscious shoppers. There is also a Pure Essentials version of Bounce dryer sheets.

It is believed the UK Infusions lines will follow a similar concept, the long-term plan being to phase out the existing Bold and Lenor brands in favour of the premium range, which is understood to be priced higher.
P&G is the leading player in the £4.7bn UK laundry category with four of the five top brands: Ariel, Daz, Bold and market leader Fairy.

Fairy overtook Unilever’s Persil as the market leader this year, after posting growth of 17% to £225m. Bold’s sales increased 11% to £135m and it is now ranked fourth.

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