Domestos grows Power Foam range with new variants

Domestos is expanding its Power Foam range with the launch of new Floral Burst and Limescale Remover Power Foam variants.

Unveiled as the UK’s first upside down foaming spray, with a 360-degree spray trigger technology working upside down, Domestos Power Foam Toilet, Bathroom Floral Burst and Domestos Power Foam Toilet and Bathroom Limescale Remover are rolling out across all channels in 450ml and 650ml packs.

The expanded range is being supported with a disruptive marketing campaign, including TV, engaging instore POS focussing on the message ‘kills germs in hardest to reach places’ and digital.

Domestos brand manager Rachel Rose, said: “Domestos Power Foam is our most disruptive innovation for a decade, offering a premium toilet cleaning range as consumers are increasingly looking for products that deliver exceptional hygiene performance coupled with convenience. We set out to turn the category upside-down with this innovation and we’ve done just that, with our Power Foam range gaining over 7% penetration in just 12 months and delivering over six million RSV.

“Domestos has the highest brand awareness in the toilet and bleach segment as the market leader and is perfectly positioned to continue delivering growth and innovation to the cleaning aisles. We’re excited to build on a successful first year for Power Foam with our new Floral Burst fragrance and Limescale Remover variants.”