‘Refill’ innovation i-clean to shake up household cleaning

McBride, the supplier of own-label goods for many of Europe’s largest retailers, is aiming to shake up the household cleaning category with the launch of i-clean, a soluble refill pod.

The pod is placed in a water-filled trigger bottle where it dissolves in the water. When the multi-purpose cleaner runs out another pod is placed in the bottle and dissolved, making no further purchase of triggers or bottles necessary.

The product is aimed at the mass-market and has been developed in response to consumer demand for less packaging and reducing waste.

McBride will market the product itself and is looking for an ad agency to handle its launch in November.

The pitch is being handled by McBride senior brand manager Lyndsay Jones, who has drawn up a shortlist of three undisclosed agencies.

I-clean is available in three variants/ pear, lemon and pink grapefruit. Refill pods will be sold in pairs after an initial purchase of trigger bottle and pod. Jones says i-clean has been developed for “everyday” consumers and is positioned as “a simple way for them to do their bit in protecting the environment”.

McBride supplies private-label products to retailers such as Tesco, Sainsbury’s, Marks & Spencer, Aldi, Lidl & Shwarz, Morrisons and Somerfield. The company says it also has “significant” business in contract manufacturing for brand owners.

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