Reckitt Benckiser has added a new dimension to its Finish dishwashing brand’s repertoire, with the launch of what it claims is the world’s first glass care product that works throughout the cycle.
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.”
Mary Carmichael