Dishmatic, the UK’s leading washing up tool product, is being relaunched with a bright, fresh new look to enhance shelf stand-out.

The striking new design reflects the product’s efficacy at delivering end results and the addition of a new strapline ‘Your dish friend’ expresses the brand personality. The bold and colourful new packaging clearly communicates the key product benefits and the new design gives excellent on-shelf standout. The redesign came about following consumer research by brand owner Easy-Do Products, which showed that Dishmatic is a much loved, respected British brand.

While the overall total cleaning tools market is in slight decline, the total washing up tool market is worth nearly £10 million* and growing +3% year on year. Dispensing washing up tools are driving growth and Dishmatic accounts for the vast majority of this market (94.6%)* with sales up 14.4%*. Within this sector, refills account for 70%* of sales indicating the high level of customer loyalty and repeat purchasing.

Dishmatic is a dispensing and refillable washing up tool. Simply open the cap and fill with washing up liquid, which is automatically dispensed through the sponge head as you clean. When the sponge wears out simply unclip it and replace with a new Dishmatic refill.

Daniel Neumann, Managing Director of EasyDo Products said “Our consumers perceive Dishmatic to be effective and modern with a friendly and quirky personality. In practical terms, they love the fact that it is fillable, dispenses just the right amount of washing up liquid and has refill sponges. Research showed that we needed to shout out more and communicate better on pack to stand out amongst both new and existing users. Our fresh, new design will create greater impact on shelf and lead to more sales opportunities for the retailer.”

Dishmatic has been the leading brand for 20+ years and enjoys a large and loyal customer base. The new look imagery will further cement the brand’s leading positioning.

The relaunch is supported by a modern, new website, a strengthened social media presence and promotional activity.

Dishmatic is available in all major supermarkets, independent stores and on line. The range comprises:

• RSPs: Dishmatic Handle: £1.50 each, (carton size of 10 units)

• Dishmatic Refills 3 pack – £1.60 each (General Purpose, Non Scratch and Extra Heavy Duty) (carton size of 9 units)

• Dishmatic General Purpose Refills 6 pack: £3 each (carton size of 4 units)

*IRI data, MAT to Sept 2016


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