Kitchen towel brand Plenty hopes to clean up with the launch of The Big One which is 50% larger than standard towels.

The brand extension (rsp: £3.29/twin pack) has been geared towards use in all parts of the house not just the kitchen and for tasks that range from polishing and cleaning windows to cleaning up after pets.

The launch which is being supported with sponsorship of nine episodes of ITV1's The Cube followed consumer research showing shoppers wanted larger household towels for a variety of different purposes, said brand owner SCA.