Brasso Gadget Care (Reckitt Benckiser)
Launched: October 2010
Brasso Gadget Care (rsp: £4.99) is a silicon gel cleaner with anti-static properties, designed to clean a range of gadgets, including iPads and smartphones.

"People have been using Brasso to clean objects not on our 'recommended' list," says Reckitt Benckiser UK surface care marketing manager Catherine Lloyd, "so we knew that if we could develop a product to use on modern gadgets we would have a winning formula."


Thirst Pockets Multi Cloth (Georgia-Pacific)
Launched: January 2011
Georgia-Pacific calls this a "super-strong" kitchen towel. It can be used wet or dry and is made from concentrated fibres that the company claims give it a cloth-like feel and won't leave streaks on shiny surfaces.

"Consumers will use Thirst Pockets Multi Cloth (rsp: £2.39) for many more cleaning chores than they have previously used kitchen towels for," says Georgia-Pacific marketing director Christine Clarke.


Fairy Clean & Care (Procter & Gamble)
Launched: September 2010
As far back as the 60s, Fairy liquid has been telling consumers how washing dishes can make their skin silky smooth.

While previous generations took Fairy at its word, today's cynics need more convincing hence last year's reformulation of Fairy's Clean & Care collection to include a 'Touch of Olay softness' for 'sparkling dishes and sumptuously soft hands'.

Available in Aloe Vera & Cucumber, Silk & Orchid and Peach & Mandarin variants, rsp is £1.50 for 433ml and £1.99 for 650ml.


Domestos Total Cleaning System (Unilever)
Launched: January 2011
Domestos aims to reinforce its standing as the Arnold Schwarzenegger of germ killing with this range of four new products: toilet cleaner Total Blast Toilet Gel (rsp: £1.69), Germ Blaster Rim Blocks (rsp: £1.99), Zero Limescale Remover (rsp: £1.99), and 24hr Bleach (rsp: £1.29 for 750ml).

"By increasing Domestos' repertoire, we will also increase the brand's usage," says brand manager Hannah Thompson.

Focus On Household

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