Upmarket household company Method is venturing into the laundry category with a detergent that it claims is eight times more concentrated than traditional detergents.

Method Laundry Detergent (rsp: £5.99) is made from a 95% plant-based formula and is packaged in a 300ml pump-action bottle made from 50% recycled plastic.

Launching into Tesco and Ocado now in peony blossom, air and clear fragrances, the ultra-concentrated liquid would mean each laundry load would cost just 24p, said Method.