The launch of Glo Care Rescue's Dual Purpose Colour Run Remover means unwanted dye can now be removed in a washing machine.
Maker Acdoco said its previous offering, which could be used for hand soaking only, was "too old-fashioned".
Already on Tesco shelves, Dual Purpose Colour Run Remover is also due to reach Waitrose, Safeway and the Co-op by the New Year.
It comes in sachet format, rsp: £2.75, 2 x 75g sachets.
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