Surf concentrated cleaning products range

Source: Unilever

The products have launched exclusively in Asda (rsp: £2.50/240ml)

Surf is moving into the household cleaning category with a trio of concentrated disinfectants.

The brand has created three disinfectants based on “much-loved” laundry fragrances: Passion Bloom, Coconut Bliss, and Tropical Lily.

They claim to kill 99.9% of bacteria and viruses, and offered “strong value” to shoppers as they were concentrated and made “approximately 10 litres of product per bottle once diluted”, Surf said.

The bottles are 100% recyclable and made from recycled materials.

They have launched exclusively in Asda and will roll into other grocery retailers in November (rsp: £2.50/240ml).

The range would answer “the demand for effective germ-kill and long-lasting fragrances in the category”, claimed the Unilever-owned brand.

Shoppers would be able to “match their favourite Surf fragrances and unify the whole home with fresh scents derived from natural essential oils”, it added.

Unilever marketing director for laundry Nadine Slyper said there was “a significant opportunity for a concentrated, multipurpose cleaning product” with a “much-loved and long-lasting fragrance”.

The move to expand into a new category would “encourage trade up in-store and increase basket spend” as shoppers looked to “incorporate our much-loved Surf scents into other parts of their homes”, said Slyper.

The launch into Asda will be supported by an above-the-line marketing campaign in stores intended to encourage trial of the range.

Surf is also investing over £2m into its Masterbrand campaign this year across radio, out-of-home, and social media.