Unilever is combining detergent Persil and conditioner Comfort to create its first ever two-in-one laundry product.

Rolling out now, Persil 2in1 with Comfort will be supported by a £4.5m campaign that includes cinema and digital promotion.

"By bringing our two leading laundry brands together, we expect to drive value and growth into the category," said Persil brand manager Kelly Scorah, who added that the two-in-one format, available as a liquid, capsules and powder in two scents, used less packaging and took up less shelf space than separate products.