Unilever has expanded its Persil laundry brand into the dishwasher tablet market for the first time.

Rolling out now, Persil PowerPro is sold in a re-sealable pouch and uses new Hydro Brite technology designed to allow the tablets to dissolve quickly and provide “outstanding results” even on a quick wash, said Unilever.

The launch will be supported with a £1m advertising spend this year.

Like the Persil Washing Up liquid launched in 2010, PowerPro is produced under licence by McBride. Persil Washing Up liquid is worth £9.5m, and holds a 7.8% share of the hand dishwash market [Nielsen 52w/e 13 October 2012].

“Consumers tend to stick to brands that they know and trust,” said Unilever licensing head Julie McCleave. “We expect the launch of Persil PowerPro to encourage loyal shoppers to cross over into the auto dish-wash category.”

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