Persil is moving its mono-capsules range from a tub, to a pouch format, for a 70% reduction in plastic.

The brands said the new pouch format will tap into the consumer demand for excellent cleaning products while remaining eco-conscious. The new format will also be supported by a £3.5m marketing campaign over social media, television and in-store activity.

Consumers will also benefit from an increase in washes across the bio, non-bio and colour detergents. As 10 washes will be increased to 12 (rrp £4.31), 20 to 22 (rro £8.32) and 35 to 38 (rrp £9.99)

Persil brand manager Clare Logan said: “This is our biggest launch of the year and it is set to pave the way towards a more sustainable laundry aisle. We know consumers are looking for great value, but there is also strong demand for more environmentally friendly packaging options. The move to pouches will ensure our capsules range appeals to these savvy, eco-conscious shoppers with more washes, but less packaging.”

To coincide with the launch Persil will also run a consumer-focused campaign to raise awareness about child safety and the need to securely store laundry capsules out of the reach of children.