Brand owner Mapa Spontex is a major player in European household cleaning, including gloves, but has only recently begun to penetrate the UK market. The glove collection, due out next month, marks its UK debut in a Â£23m sector (ACNielsen) which it claims is "hugely undersupported and underexploited".
Led by bright pink, fruit-fragranced Scentsation gloves, the range also includes Elegance in subtle colours.
Second Skin also joins the range and is made from a thin synthetic material giving the same protection as thicker gloves but greater sensitivity, while Handy Disposables come in dispenser packs. But the newcomers' price tags, which range from Â£1.15 to Â£2.20, are considerably higher than the market's existing offerings. Own label products, which account for a 60% share, cost around 65p, while branded gloves Â led by Marigold Â sell for around Â£1.08.
Nick Thompson, marketing manager for SSL, which owns Marigold, said the two brands had already gone head to head in Ireland, although it was too soon to comment on Spontex's impact there.
He said he welcomed moves to grow the market, which has a penetration level of only around 25%, but added that more brands in limited fixture space could confuse consumers.