Once again, Finish, the leading name in dishwasher detergents has introduced a new product that will drive category growth through consumer driven innovation.

image001[7]New Finish Power & Pure taps into a growing concern for many consumers – that they want performance, but they also want to cut down on the chemicals they use in the home. New Finish Power & Pure harness the power of ‘active oxygen’ to give the same Finish ‘clean and shine’, but with fewer chemicals.  A totally new approach to dishwasher detergent effectiveness.

The Finish reputation as market leader and innovator has been retained with a consistent record of bringing to market new products that not only provide consumers with unbeatable quality and added value, but that continue to stimulate category and drive growth.

“We have always listened to our consumers, learned from them and used their insight to push our NPD innovation”, said RB UK Marketing Director, Jerome Lemaire.  “Increasingly we have found that there is a significant group of consumers who are concerned with the quality of the results they get, but want to cut down on the use of chemicals where they can. Finish Power & Pure, with its ‘active oxygen’ ensures that this group can keep the Finish results they are used to, and use fewer chemicals in their home. This is a premium product that will sit alongside our Finish Quantum and Finish All in One range and provides consumers with real choice when choosing their dishwasher detergent – choice with the confidence of a great result.

“For retailers, new Finish Power & Pure provides a real point of ‘difference’ in the range of products on offer and we are confident it will drive category growth because it comes as a result of innovation that is totally consumer driven and comes with the performance guarantee that consumers expect from the Finish name.” Jerome Lemaire, Marketing Director, RB UK.

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Finish Power & Pure will be in general distribution from the start of 2014.

There are two Finish Power & Pure tiers: Quantum and All in One.

Reckitt Benckiser (RB)

www.rb.com

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