Fast-growing brand Astonish has added 11 SKUs to its homecare portfolio.
The launches comprise an advanced floor cleaner, a tropical-inspired collection of cleaning products and two seasonal disinfectant fragrances.
Floor Cleaner Bicarb of Soda (rsp: £1.50/1l) is designed to deliver a deep clean while helping to prevent future dirt build-up. It removed “100% of dirt and grease and has built-in dirt-repelling technology to help prevent future stains, as well as being infused with a fresh botanical fragrance to eliminate odours throughout the home”, Astonish said.
The West Yorkshire brand’s new Tropical Edition lineup is made up of six products, each infused with coconut and mango scents: Antibacterial Multi-Surface Cleanser, Concentrated Disinfectant, Toilet Gel, Ready To Use Disinfectant, Floor Cleaner and Shake & Fresh carpet freshener. Rsps start at £1.
Astonish has also unveiled Concentrated Disinfectant (rsp: £1/300ml) and Ready To Use Disinfectant (rsp: £1/550ml) in Rhubarb & Pear – “a fresh scent that evokes spring” – and Coconut Bliss, to bring “a beach-inspired freshness into the home”.
The four seasonal disinfectants are available now exclusively from Home Bargains. The other launches are in – or poised to roll into – the likes of B&M, The Range, Home Bargains and Savers.
“Our latest launches reflect our continued focus on combining powerful performance with uplifting fragrances and accessible price points for everyday households,” said Howard Moss, CEO of Astonish. “Consumers are looking for cleaning products that not only work hard but also make the home feel fresher and more enjoyable to live in.”
Tropical Edition and the seasonal disinfectants brought “a sense of spring and summer-inspired freshness, with vibrant scents and effective formulas, giving shoppers even more choice in affordable, great-smelling products”, Moss added. “The new Bicarb Floor Cleaner demonstrates our commitment to practical performance.
“Across all NPD launches, our aim is simple: to deliver effective, feel-good cleaning solutions at price points that work for today’s shoppers, while strengthening our partnerships with key retailers and continuing to grow the Astonish brand.”
Last month, Astonish secured listings in Tesco and Sainsbury’s for its Protect & Care Handwash range.
This month marks the end of ‘Banish the Fear’, a £1.5m TV campaign highlighting the brand’s Oven & Grill Cleaner.
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