The four-strong range, rolling out now and backed by a £6m ad campaign, is available in orange blossom & cranberry and olive leaf & pink pepper variants. It comes in aerosol and roll-on formats priced £1.69 for a 50ml roll-on and £2.99 for a 150ml aerosol.
Made with natural plant extracts and minerals and guaranteeing 48 hours of protection, Sure Natural Minerals was well positioned to tap a growing demand for deodorants made with natural ingredients, claimed Estelle Alty, senior brand manager.
"The new Sure range bridges a gap in the market and we expect it to become a £14m range in its first year," she said.
The £6m marketing campaign includes television, print, digital and in-store activity.