Sert-MST has won a contract to be the sole distributor for Halo liquid laundry detergents, sport sanitisers and pet lines as it looks to increase its market clout.

The brand, developed by Paragon PE, won fame when MD Paul Ward turned down investment on the BBC TV series Dragons’ Den from James Caan, who asked for more equity than Ward was prepared to offer.

Ward, a former army medic, claims the products remove sweat and odours from sportswear by killing the bacteria trapped in the fabric and allowing clothing to breathe.

Sert-MST had the “expertise, financial clout and scale” to grow Halo internationally and gain recognition within the UK, he said.

Sert-MST MD Sabir Tayub added: “We are really excited about getting Halo into homes.”

Halo also makes non-bio detergents for sensitive skin. Its pet range, meanwhile, includes shampoos, odour eliminators and cleaners to combat animal-related bacteria and viruses.

Paragon PE signed an exclusive deal to supply Halo standard and sports detergent to Tesco last year. It also supplies pharmacies and specialist sport shops.

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