It is introducing "big pack" versions of Persil Small and Mighty and Surf Small and Mighty this month in 28-wash, 54-wash and 85-wash formats (rsp: £4.30-£14.99). The newcomers will replace the existing 20 and 42 wash formats.
Unilever expected the larger packs to encourage more consumers to switch to liquids and offer better value "in a more environmentally friendly product". The above-the-line push will kick off later this year.
"Concentrated liquids are the fastest-growing format in laundry and will continue to be the driver in the category as customers move from traditional powder," said Dani Ross, brand manager for Persil.
"Laundry liquids are also more compact, offering better shelf efficiency while driving profits for retailers due to high margins."