Dylon is launching a laundry care product specifically formulated to revitalise white underwear that has turned grey from regular washing.

Rolling out now and retailing at £2.59, Fabric Care Lingerie Whitener will be backed by a print campaign in women’s magazines next month, a mail-shot and an online offer.

Senior product buyer Mala Patel said research showed nearly 60% of women said white underwear discoloured with regular washing.