The laundry giant will be aiming to add value and sales to the category and replicate the success of the liquid capsule format that has scored such a hit in the main wash category.
Liquid capsules are the fastest growing segment within main
wash, with sales up 14.9% year-on-year (Focus on household goods, The Grocer, January 31), while Lever Fabergé stablemate Persil has seen sales of its liquid capsule format rise 9.6% to nearly £39m (The Grocer Top Products Survey, December 13 2003).
The innovation should ensure that the Comfort brand continues its current growth.
Sales of Comfort standard liquid have increased by 5.3% to £73.7m with additional sales of the concentrated version passing the £31m mark last year - up by 3.7%.