Ineos Hygienics is taking on Unilever and P&G with three new ranges of 16 high performance, plant-powered household cleaning products.
Developed with proprietary technology, the products across dish and hand liquid, multi-room surface spray, eco-wipes and laundry liquid, include ‘active fragrances’, which are designed to help improve wellbeing and promote better sleep.
Asda has secured an eight-week exclusivity deal to stock products in over 500 UK stores, while the full range will be available to wider trade from September.
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The surface spray and wipes are made with plant-based cleansers and kill 99.9% of bacteria, while the non-bio concentrated laundry liquid is also made with plant-based cleansers and removes stains without using animal enzymes.
INEOS Hygienics COO, Rory Tait, said: “All of our products are designed to bring the benefits of science and performance to everyone, every day. We apply scientific expertise to optimise every aspect of how our hygiene products perform so they work better, are more sustainable and redefine value for our customers.
“Our high-performance formulas are unbeatable compared to the leading brands in the category. They are skin kind, planet kind and cruelty free.
“This is a huge market that is just not delivering and is ripe for innovation. We believe that for too long this sector has not served consumers well and we are changing that with revolutionary products that will help every customer.”
