P&G does U-turn with Ariel launch

Procter & Gamble is understood to be reversing its policy of axing laundry detergent sub-brands, with the planned launch of an extension to the Ariel range called Colour Plus.

Procter & Gamble is understood to be reversing its policy of axing laundry detergent sub-brands, with the planned launch of an extension to the Ariel range called Colour Plus.

The company has slimmed down the range of Ariel detergents substantially over the past year, axing a number of lines.

Last November, it ditched Ariel Ultra and Ariel Colour Ultra, leaving the main Ariel brand plus Ariel Future and its colour variant.

But according to industry sources, P&G is now planning to test Ariel Colour Plus.

The company says it will not comment on its plans, though it claims that no such brand is being tested at the moment.

Colour detergents are used for coloured clothing, and do not contain bleach or optical brighteners, which are used for cleaning whites.

It is thought that Ariel Colour Plus will have extra cleaning properties for heavy soiling, and it has been suggested that P&G has developed new technology for the product.

A P&G spokesman says the Ariel range is being cut back as part of what it calls “the great soap simplification”, which aims to reduce confusion among consumers about the array of laundry detergents on the market.

Comments

    Leave a comment