New Finish Protector works in addition to the cleaning products by releasing glass protection agents into the dishwasher’s water.
According to the company, these combat glass corrosion - surface scratching caused by frequent dishwashing at high temperature, which makes glass look permanently cloudy - and last for up to 50 washes.
It is backing the new line with a £2.5m marketing campaign, with the bulk going on TV advertising, backed by targeted coupon activity, instore leaflets, promotions and PoS.
Marketing manager Refik Oner said: “Glass corrosion can be a genuine issue with frequent dishwasher use and, until now, there has been a gap in the market for a product to combat this problem throughout all phases of the dishwashing programme. New Finish Protector is the only product to provide glass protection in the main cycle and in pre-wash and rinse cycles.”
The company said that the product was
recommended by several leading glassware manufacturers. Dishwashing products that add a specific facility other than cleaning to the process - known as strategic additives - form the fastest growing segment in the automatic dishwashing market, with growth of about 9% year-on-year.
Oner predicted that the new line would fuel momentum in the segment and provide “the perfect opportunity for retailers to generate disproportionate sales growth for the total market.”