Unilever to axe Persil washing up brand

Unilever is to axe its Persil washing up liquid brand as part of a drive to “rationalize” its product range.

The fmcg company says that the Persil washing up liquid brand is the only brand it will discontinue and the Persil laundry detergent brand will not be affected.

The decision to cut the brand is part of Unilever’s plans to reduce its range of SKUs by 40% by the end of the year.

The company says it aims to “take the complexity out” of its product portfolio and focus on improving customer service and its 100 top-selling brands.

The company is also reducing the number of different pack sizes and variants within brand ranges, and has cut the number of pack sizes available in the Knorr stock cube range from 26 to 11.

It is not yet known when range will go off-sale.

Last week Unilever reported a 35% drop in net profit despite registering strong sales and volume growth in the third quarter.

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