New Finish Supercharge Booster is the first dishwasher detergent enhancer to be launched in the UK for years and is set to boost growth in this market. The new product, which will be available initially as an exclusive in Tesco, ‘supercharges’ the detergent of choice to reduce greasy residue, spots and streaks and filming/white shine and improve overall shine.
Priced at £3.99 for 250ml the new product has bold packaging for on-the-shelf wow factor. Designed to appeal to those customers who never or rarely buy a dishwasher additive, the graphics clearly communicate the benefits and differentiate the product from standard Rinse Aid.
“We know that only 65% of UK category shoppers currently buy dishwashing additives, which means that there is a huge opportunity to convert these consumers and tempt them to use a dishwasher additive. Finish Supercharge Booster was launched in the US in July 2012 and has already grown additives penetration by 18%, which if replicated is a very exciting proposition for the UK market.” says Jerome Lemaire, RB UK Marketing Director
Finish occupies the No. 1 position worldwide in the Automatic Dishwashing category, as the diamond standard of dishwashing. Moreover, it continues to be the brand of choice for consumers in the UK too, with 56.1% market share, and sales of over £130million – now one of the UK’s biggest brands.
Reckitt Benckiser
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