Household, laundry and personal care specialist McBride is continuing its run of beating the big brands to market.
The supplier famously stole a march on its bigger named rivals by launching the first liquid detergent sachets, under the Brio brand in the Co-op.
It has now claimed another UK first by adding a duo of fragrance and colour-free fabric conditioners to its line-up under the Surcare banner.
The newcomers, which have been dermatologically tested and approved, come in standard and concentrated formats.
They provide softening conditioning performance for
people who can be irritated by perfume and colour.
Surcare brand marketing manager Melanie Mason said: “Babies, mums-to-be and people who suffer from dry skin conditions have the greatest need for the softest fabrics next to their skin.
“But, ironically, until now all fabric conditioners were fragranced and contained colours, which make them unsuitable for some skin-sensitive people.
“Surcare fabric conditioners appeal specifically to this market and to all other sensitive souls,” added Mason.
The fabric conditioner will retail at 89p for a one-litre bottle and the concentrated version at £1.35 for 750ml.
The new launch from McBride follows the introduction of a trio of new fragrance and colour-free products - hand wash, hand cream and body lotion - also under the Surcare brand back in March.
Sean McAllister