Household cleaning supplier Jeyes is launching Bloo Foam Aroma, a range of cleaning powders that foam and release fragrance when dispensed into the toilet bowl.
Designed to be used after flushing, the new product cleans and prevents limescale, and is available in two variants: Rose & Apple Blossom, and Ocean Mist.
Unlike air fresheners, Bloo Foam Aroma is able to tackle odours at source. In addition to delivering scent, Bloo Foam Aroma cleans the loo bowl, and helps to prevent limescale.
Bloo Foam Aroma - now available in Tesco - comes in 500g contoured bottles (£3.49), each featuring an easy-to-use 50g measuring cap. The packaging has been designed with premium style trends in mind and can thus be left out on display to accessorise the bathroom, according to the brand.
The launch will be supported by a substantial through-the-line campaign, including TV, throughout 2016.
“We invest heavily in research and development to ensure we are at the forefront of bathroom care innovation, said Melanie Billows, marketing controller for Bloo.
“Bloo pioneered the in-cistern block cleaning format, and the brand is hoping to do the same with cleaning powders. The Foam Aroma range is sure to be a hit with consumers who are looking for an easy, effective and fun way to freshen up their loos.”