Household cleaning specialist Jeyes has overhauled its Bloo toilet care brand with NPD and new packaging backed by a £2m push.

The Bloo toilet rim line-up had been improved with antibacterial technology that repelled germs from the cage that held the product, it said.

Available now in new-look packaging that will roll out across the brand, the revamped range will be joined by further NPD in coming months, including improved formulations for the in-cistern products as well as new liquid toilet cleaners. A £2m campaign including TV and digital kicks off next spring.

Bloo sales grew 6.2% by value on volume up 5.8% this year [Nielsen 52 w/e 12 October].