RB plans new launches to boost growth

Reckitt Benckiser is launch a number of new “Power Brands” to boost sales growth in the second half of the year, including a range of Dettol branded shower gels for men.

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The launches include a range of Strepsils for children over the age of six, Durex Perormax Intense and Dettol Healthy Touch moisturising hand sanitiser and Dettol High Performance soap and shower gels.

It will also launch a sensitive variant of its vanish Oxi Action stain remover product, Cillit Bang Active Foam designed to clean large surfaces, and two new home fragrance products under the Air Wick brand.

RB currently has 19 power brands – including Dettol, Vanish and Cillit Bang – that are sold in 200 countries. The group of brands accounted for about 70% of revenues in 2010, the company says.

The news comes as the FMCG firm reports a 5% increase in like for like revenue to £4.6bn in the first half of the year, driven by developing markets. Like for like growth in Europe fell 1% while developing markets increased 14%.

The figures exclude the acquisition of Durex owner SSL, but Bart Becht, the CEO of RB, says the integration of the firm is fully on track and that the company is well position to achieve full year targets.

During the period, RB increased its spend on advertising and media by +12% accounting for 11.5% of revenue.

Becht, who will step down in September, says: “Benckiser delivered strong first half results. Growth in the base business was driven in particular by an excellent result in developing markets, and was boosted by innovations such as the continued roll out of the Dettol No Touch Hand Soap System into new markets, as well as a significant level of investment in media and promotional spend.”

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