P&G is making a bold leap into the stain removal sector with an Ariel-branded multi-product line-up which covers whites and colours, in powder, gel and spray format. The company believes there is huge potential for the category as only half of UK households buy extra stain products, and those that do use it in only one quarter of washes. The new range will benefit from the brand’s biggest-ever marketing campaign, which will include extensive TV coverage as well as in-store activity.

Paul Lettice, P&G’s trade communications manager, said: "The Ariel Stain Remover range sees the brand targeting an under-utilised area of the market, meeting consumer needs at each stage of the wash and driving further growth."

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