Could crystals hold key to even whiter whites?
From powders to tablets to liquid capsules, it can seem there is no end to the list of laundry products promising to tackle stubborn stains.
Now Persil has introduced another type of detergent – washing crystals – which it claims are the ultimate weapon for cutting through dirt and the biggest laundry breakthrough in a decade.
Soda crystals have been used for generations as a natural cleaning detergent. But the Persil Powergems, made up of lentil-sized pieces, are said to be the first synthetic crystals and are billed as a super-strength version with a host of benefits.
Persil claims the crystals are twice as strong as the brand’s current powder and boast the ‘triple action power’ of stain removal, fabric care and long-lasting freshness. And while powder can leave white residue on clothes, the crystals apparently do not.
Powergems have also been designed to use fewer chemicals, and the makers say that because the product is more concentrated customers can use less of it while still getting ‘brilliant results’.
But the detergent, which hits stores next week, won’t come cheap – with price tags of £5 for a 12 wash pack, £8 for 19 washes or £11 for 30. Persil’s other tablets are usually around £5 for 20.
The product is used by pouring the crystals into a cap, which is then placed inside the washing machine drum with the clothes. Household goods giant Unilever, which owns Persil as well as brands including Dove and marmite, said Powergems were developed from scratch following £16million in research, development and marketing.
Gemma Cleland, executive director for homecare at Unilever, said: ‘With laundry, everyone wants to get great results but with minimum fuss. As the first major innovation in laundry care in a decade, Persil Powergems delivers the ultimate washing experience with a combination of powerful stain removal, care and intense freshness, in a unique, new concentrated format.’
The innovation comes as Unilever is trying to strengthen its position after fighting off a surprise £115billion takeover bid from US giant Kraft Heinz in February.
Unilever is already the second biggest provider of laundry products worldwide, behind Ariel owner Procter & Gamble. Powergems will be made at the site of Unilever founder William Lever’s first ever soap factory in Warrington.