Unilever has launched Surf Gems, to tap into consumer demand for scented detergents that offer a premium cleaning experience.

Surf Gems will be available in two fragrances; Lily & Lotus Blossom and Violet & Wild Blossom, and the launch will be supported with a £1.3m marketing investment in OOH, digital, sampling and in-store activity.

Gemma Cleland, executive director for homecare at Unilever UK, said: “We know that our shoppers are continuing to seek laundry products that make washing simpler and easier.

“We were thrilled with the success of Persil Powergems and were keen to introduce it to Surf. This time, we have combined the format with two unique scents, to offer a premium laundry experience with Surf Gems. The launch represents our continuing bid to drive innovation in the category, and we remain committed to growing value for our retail customers by launching new and exciting formats such as this.”

Surf Gems is available to independent retailers in an 18 wash liquid (rrp £6.40) and a 30 wash powder (rrp £9.00).