Finish QuantuMatic
Launched: February 2010
Reckitt Benckiser is launching what it claims is a world first this month, with the new Finish QuantuMatic, an auto-dosing dishwasher detergent system (rsp: £9.99 for dispenser and 12-wash refill; £7.99 for twin refills).

Once attached to the dishwasher rack, a cup-sized dispenser powered by the heat of the machine automatically releases the right amount of detergent. The dispenser has a counter display that shows how many washes remain in the refill cartridge.

The launch campaign, including TV ads and in-store activity, kicks off this month.

Flash with Febreze
Launched: January 2010
P&G relaunched Flash last month, bringing together two of its biggest brands.

The Flash multi-purpose range (excluding the lemon SKU) will now include its Febreze air care. In research, P&G found that although shoppers wanted strong cleaning credentials, they didn't like the "less than pleasing smell".

As well as launching Flash with Febreze (rsp: £1.99 for the 1ltr all-purpose cleaner and £1.79 for a 500ml spray), P&G added Cotton Fresh and Morning Dew variants to the Flash with Febreze range last month.

Comfort Exhilarations
Launched: September 2009
Having launched Twilight Sensations into the laundry category last May, Unilever stepped it up another gear with the introduction of a range of "super fragrances" under the Comfort brand.

The Exhilarations range, launched in September, is targeted at "fragrance junkies". The first three variants are based on fruit scents, including strawberry, blueberry and melon, and Unilever is preparing to launch two new lines in spring.

Backed by a £4m campaign, Exhilarations will add £5m in incremental value to the category, predicts Unilever.

Vanish Oxi Action Extra Hygiene
Launched: February 2010
Stain remover brand Vanish is further extending its new laundry additives premium range with the launch of Vanish Oxi Action Extra Hygiene.

Available in powder (rsp: £4.31 for 470g and £8.16 for 940g) and gel (rsp: £4.31) variants, the additive can boost the cleaning performance of a cooler wash, as well as killing 99.9% of germs a first for the category, claims Reckitt Benckiser.

A £2m TV, press and online campaign kicked off this week and runs until April.

Focus On Household