The Grocer Gold Awards 2025: Persil wins Household Goods Brand of the Year

Winner: Persil

Persil’s Wonder Wash range debuted in April 2024 to tap “the growing trend of short-cycle washes”.

Backed by a multimillion-pound push featuring superstar sprinter Usain Bolt, the range has been a smash hit.

Within a year it had achieved 8.5% household penetration, grown from six SKUs to 10, and inspired a similar range from Unilever sister brand Surf.

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Our judges marvelled at Persil Wonder Wash’s “impressive performance” and breakthrough technology. Use of traditional laundry detergents for short cycles typically results in malodour, sticky residue and/or lacklustre fragrance.

Persil’s sustainability-minded Wonder Wash, on the other hand, cleans clothes thoroughly in as little as 15 minutes.

It was a “great mainstream innovation delivered by a very strong and well-loved brand”, our judges said.

Shortlisted:

• Cheeky Panda
• Naturo Natural Petfood
• OceanSaver
• Persil
• Spruce
• Wype