Procter & Gamble is launching Daz liquitabs this month, offering its value brand in this format for the first time.
Daz Liquitabs comes in regular and citrus blast variants in packs of 10, 20 and 30, priced at £2.49, £4.49 and £5.99 respectively.
A marketing campaign including TV, print and online advertising will support the launch.
P&G already operates in the liquid tablets sector with its Ariel brand. However, sales of Ariel liquid tablets have dropped 5.2% to £45.9m in the past year [Nielsen MAT to 6 October, 2007].
Daz powder, the third best-selling laundry brand, was up 4.5% to £65.2m.