P&G is planning a relaunch of its Daz value brand to stay ahead of Unilever rival Surf.
The revamp is likely to include fragranced variants joining the brand, with products set to hit shelves early next year.
The fragranced offerings would go head-to-head with the Surf with Essential Oils range, introduced last June as part of a shake up of the brand.
The two budget brands have been fighting over market share for years. Daz powder is leading the way and is the third bestselling laundry product with sales up 4.5% in the past year to £65.2m, according to Nielsen [52 w/e 6 October 2007]. In comparison, sales of Surf powder were down 7.8% to £35.3m in the same period.
Early this year, Daz made its first foray into liquitabs with a two-strong range supported by a TV and press campaign.
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