The leading dish-care brand Fairy is 50 years old this year, and to celebrate Procter & Gamble is introducing a limited edition of the iconic white bottle. A heavyweight marketing campaign spanning print, online, in-store and TV kicks off this month, and is expected to trigger a clamour for the anniversary bottles, which are priced at £1.20.

Retailers need to be quick as there is enough stock for three months based on a first-come, first-served basis. P&G’s trade communications manager, Paul Lettice says: "Fairy has been a favourite for 50 years, and achieved a record market share in 2009." 0800 597 3388