Unilever is freshening up its core range of Surf laundry products with a pack redesign and the introduction of fragrance release technology.
The fragrance innovation, which is being added to the range for the first time, offers a controlled release of perfume that allows fragrances to last longer, said Surf.
The full range is getting a new look featuring blocks of white and colour, with flowers bursting from the centre of the design.
“We know consumers are always looking for ways to get a longer-lasting fragrance out of their wash, which is why we’re re-launching Surf’s core range to include a new fragrance technology - delivering perfectly against this trend,” said brand manager Katy Holder.
Surf is also launching a new Sensations range, exclusively in Asda. The premium offer includes two scents – Golden Blossom and Delicate Moonflower – and is available in liquid, capsules and powder (rsp: £6.25 - £9).
Sales of the Surf brand have risen 0.6% year on year to £130m [Nielsen 52 w/e 25 April 2015].