Fairy has launched a “first-of-its-kind” dishwasher product, specifically designed for 30-minute cycles.
Claimed by Fairy the “first” five-chamber dishwasher capsule, 30 Minute Miracle was developed in response to a survey of 4,000 consumers that found 94% of people rewash their dishes due to cleaning failures [One Poll, April 2025].
Promising a “perfect combination of speed, efficiency, and reliable cleaning performance,” the NPD contained effective surfactants to “efficiently work on greasy soils and deliver gleaming spotless dishes every time”, said Fairy.
The capsules also use Quick Dry technology for “instantly cupboard-dry dishes”.
They will roll into major retailers on 26 December (rsp: £11.50/26 capsules).
“We are continuously innovating to create products that enable a fast, effortless and efficient clean, making everyday dish cleaning simpler and quicker,” said P&G senior marketing director Paolo Häusermann.
“Fairy Miracle is a game-changer for consumers who demand both speed and performance from their dishwashers.”
According to NIQ data, Fairy dishwasher products cashed in an extra £10.7m in the year to 6 September 2025 versus the previous year.
However, its gains were largely attributable to higher prices, with value sales up 11.4% on volumes up 3.3% over the period.
AJ Bell analyst Dan Coatsworth predicted owner P&G might raise prices further across its portfolio over the 2025/26 financial year to offset the impact of Donald Trump’s trade tariffs.
In July, P&G predicted it would take a $1bn hit to the bottom line as a result of Trump’s regime.
“Guidance for a $1bn hit from tariff-related costs is unwelcome, but P&G should be able to recover some of these extra costs by raising prices without dampening demand too much,” Coatsworth told The Grocer.
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