Global household cleaning brand ACE continues to drive growth: by expanding its product portfolio and improving existing products to reflect growing demand for ‘in wash’ and ‘for whites’ lines.
ACE Gentle has been rebranded as ACE for Colours, and now features a new and improved formula designed to give customers a stain remover with a higher efficacy. This formulation has been developed to be even more effective on greasy food stains and keeps colours looking bright for longer. The stain remover’s effectiveness can be attributed to its many patented ingredients, which include soil suspension polymers and a colour safety system. ACE for Colours is designed to tackle a range of stains, whilst being extra gentle on fabric. It can be used on silk, wool and cashmere and is designed to prevent fabric colours bleeding or transferring to other fabrics.
Earlier this year the brand launched ACE for Whites stain remover, for use on white fabrics only. It has one of the strongest whitening agents on the market and its exclusive patented fabric protection system means it can remove tough stains, whilst fabric fibres are protected wash after wash thanks to its unique technology. Kevin Day, Product Development Manager at Robinson Young Ltd, UK distributor for ACE, said: “Latest Nielsen data has shown that ACE has been named the only laundry additive brand to grow in volume over the last 12 months, with an impressive 25 per cent increase. It has also shown the fastest sales value growth. This success is great, but we are committed to growing the sector and are investing to maintain this growth.”
ACE is a market leader in Italy, where it was launched over 50 years ago, and it’s also distributed across 40 countries including: France, Spain, Germany, Greece and Belgium. ACE for Colours has distribution in Waitrose, Tesco, Asda, Sainburys, Morrisons and Poundland. ACE for Whites is currently sold in Poundland nationwide, with discussions underway with several other major retailers.
The ACE range consists of ACE for Colours 1l in two fragrances, with price marked and nonpriced bottles, along with ACE for Colours 700ml and ACE for Whites in a 1l bottle. ACE for Whites launched into Poundland with an exclusive on-bottle promotion. The 700ml bottle is also available in Poundstretcher stores nationwide.