Bold develops dissolvable two-in-one capsules

by Lucy Barrett, Marketing 29-Jun-05, 10:37

Bold, the Procter & Gamble-owned combined detergent and conditioner brand, is gearing up for the multimillion-pound launch of its first dissolvable capsule variants this summer.

The two-in-one liquid capsule will be the first of its kind to market, and adds to Bold's portfolio of powder, liquid and tablet-based products.

The launch, the biggest from P&G's detergent business this year, is expected to be accompanied by a heavyweight ad campaign by Grey London.

Sister P&G brand Ariel already has a capsule-based detergent product called Ariel Liquitabs, which provides a pre-measured dose of concentrated liquid that is enough for an average load of washing.

Bold is the third-bestselling washing detergent in the UK, with sales of £106.1m last year, behind Lever Faberge-owned Persil (£238.3m) and Ariel (£174.2m). However, sales of both Persil and Ariel rose last year, while Bold's dropped by 8.6%, according to Mintel.

P&G spent more than £7m promoting the Bold range last year.