Shell has announced the launch of an advanced performance diesel fuel, V-Power Diesel, which went on sale in 31 company-owned forecourts in the South East yesterday and will be rolled out across the UK in 2007.

The new fuel targets the growing number of diesel drivers and further extends Shell’s differentiated fuels offer, following the launch of V-Power petrol in August. It will retail at 6ppl more than standard diesel.

V-Power Diesel is said to be the world’s most technologically advanced retail diesel fuel, and the first and only fuel in the UK to use a synthetic component made from natural gas – through a process called Gas to Liquids (GTL) - producing a clear and odourless fuel that burns more cleanly and efficiently than conventional diesel.

Shell is investing £15m in the UK launch and is looking to offer the product across it’s entire network, including dealers, as soon as possible.