Reckitt Benckiser is to launch a new collection of cleaning products for the entire house under its Dettol brand.
Debuting next month with a multimillion pound media campaign, the 3X Power range comprises anti-drip gel sprays for difficult-to-clean vertical surfaces, and cleaning wipes to tackle dirt, grease, burnt-on food, soap scum and limescale.
Both are available in multipurpose and bathroom variants with respective rsps of 500ml/£4 and £1.99x28pack and £3.99x64pack.
The floor cleaner, which is said to kill 99.9% of bacteria including the cold and flu virus and e.coli, is being sold in Green Apple, Cotton Breeze and Sparkling Citrus fragrances at an rsp of £2.69/400ml.
The push is being backed by TV, digital and PR.
“The new Dettol 3X Power range is an exciting extension to our established portfolio, building on 80 years of experience and consumer insight,” said Amaia Trevino, RB UK category manager.
“We want to bolster Dettol’s presence in the category, offering a complete power cleaning solution for the whole house. With this innovative range, we can provide consumers with superior cleaning products while staying true to Dettol’s disinfection and germ killing heritage.”