Fairy Max Power washing up liquid

Source: Procter & Gamble

Two variants – Original and Antibacterial – have rolled into Asda, Sainsbury’s, Morrisons and Wilko (rsp: £2.25/450ml)

Fairy has launched a duo of ‘upside-down’ washing-up liquids specifically designed for ease of use.

Billed as the brand’s “most transformative packaging redesign in years”, the Max Power bottles – available in Original and Antibacterial variants – also feature a “dosing mechanism”, which controls how much product is used.

They also boasted an improved formula, which meant “four times less scrubbing” was required, Fairy claimed.

They are packaged in 100% PCR plastic bottles, which feature “anti-leak technology”, making messy caps a thing of the past, it added.

Fairly quietly launched Max Power into retailers after Christmas. It has since rolled into Asda, Sainsbury’s, Morrisons and Wilko (rsp: £2.25/450ml).

“We want to make life easier for consumers by creating superior and innovative products”, said Procter & Gamble director of communications Scott Popham.

“By listening to consumers, we combined a highly effective new formula with useful packaging improvements. The upside-down bottle with leakguard protection was specifically designed for ease of use, from the first drop to the last.”

It comes after a stagnant year for the brand. Value sales of its washing-up liquids were down by 1.8% in the 52 weeks until 11 September, taking their overall value to £122.9m [NielsenIQ].