Domestos turning the category upside down with launch of first-to-market new spray

Domestos turning the category upside down with launch of first-to-market new spray

Turning the hygiene world upside down is the new foaming spray from Domestos in a first for the UK.

Described by the company as a “unique toilet cleaner” Domestos Power Foam promises to ‘kill germs in those hard-to-reach places without using any bleach’.

Almost 90% of shoppers use bleach in their toilets, but many feel it’s not safe to use bleach in other areas such as sinks, taps or the bath. The Domestos brand is aiming to provide an all-in-one solution for consumers with its non-bleach Power Foam, with a 360-degree spray trigger technology which works upside down.

The new powerful spray contains a foaming formulation which clings to surfaces, kills germs and removes limescale, providing value for shoppers as less product is required compared to traditional toilet cleaners.

Claire Racklyeft, Home and Hygiene Category Lead, Unilever said: “Shoppers tell us they look for germ-kill and limescale removal when choosing a bathroom cleaning product, and when cleaning the toilet, the most common complaint is trying to kill germs in those hard-to-reach places such as underneath the rim or in the toilet seat hinge.


“As market leader, Domestos is committed to driving innovation and leading the category and new Domestos Power Foam, which was three years in development, is designed to reach every nook and cranny of the bathroom to meet the challenges faced by shoppers every day. We’re confident it will drive growth for the category too.”

The innovation is the latest development in Unilever’s Clean Future strategy. Clean Future aims to fundamentally change the way that some of the world’s best-known cleaning and laundry products are created, manufactured, and packaged, supported by a €1bn investment over 10 years. In addition to the unique formulation, Domestos Power Foam bottles are made from 50% post-consumer recycled plastic (PCR) and is recyclable, once the trigger and sleeve are removed. The sleeves can be easily removed and taken to soft plastic recycling points.

A £10m marketing investment will support the launch, with a new TV advert and out of home campaign going live in March 2023. Ahead of that, a social media influencer programme will run, whilst in-store shopper displays and POS will be available to retailers from January.

New Domestos Power Foam Toilet and Bathroom is available in two variants – Arctic Fresh and Citrus Blast (450ml) across grocery and convenience channels now with an RRP of £3.