Jeyes Bloo Micro Crystal and Shine

Household cleaning specialist Jeyes has expanded its Bloo toilet care brand with a gels range featuring ‘micro scrubbing particles’.

The two-strong Bloo Micro line, launched in two variants - Crystal and Shine - is being rolled into Morrisons this week followed by Asda next week (rsp: £1.99). The duo’s unique formula brought ”real innovation” to the toilet care category, said senior marketing manager Amanda Orchard.

“The micro scrubbing particles help the gel cling to the bowl for lasting freshness and ensure a brilliant clean flush after flush, while removing tough stains at the same time,” she added.  

Jeyes is supporting the launch with in-store activity until the end of this year. A TV and digital push is planned for the beginning of next year.  

Bloo, which was relaunched in December, grew 6.2% by value last year on volume up 5.8% [Nielsen 52 w/e 12 October 2013].