• Product: Persil Wonder Wash
• Supplier: Unilever
• RRP: £7 (31 washes), £10 (55 washes)
• Available: now

Unilever has unveiled the Persil Wonder Wash range, designed for outstanding performance in washing cycles as short as 15 minutes.

The range is launching this month in Speed Clean Non Bio, Odour Defy and Ultra Care formats, each available in 31-wash and 55-wash formats with RRPs of £7 and £10 respectively.

Its launch comes in the wake of research indicating that 78% of washing machine owners choose a cycle that lasts less than 30 minutes at least once a week, with the short cycle category predicted to grow globally by 21% annually.

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Additionally, ‘short wash’ searches on Google have grown by 89% within the past year.

Eduardo Campanella, business group president at Unilever Home Care, said: “As part of Unilever Home Care’s Clean Future Strategy, not only is this about delivering an unmissably superior laundry experience, but reducing environmental impact by encouraging the use of shorter, energy-saving cycles.”

The supplier is supporting the launch with a multimillion-pound campaign ‘Fast Just Got Better’ from May, featuring Olympic gold medallist Usain Bolt.

It will run across TV, digital, social media and product sampling, as well as branded PoS.

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