Procter & Gamble UK (P&G) has announced the launch of Fairy Liquid Max Power.

The new washing up liquid range features a new upside-down bottle design for ease of use, as well as a dosing mechanism to control how much liquid is used.

Additionally, the bottles used patented anti-leak technology and are made from 100% post-consumer recycled material.

Greeting cards hit by supply shortage

Max Power is available now in Original and Antibacterial varieties, both with an RRP of £2.25.

Scott Popham, director of communications at Procter & Gamble, said: “We want to make life easier for consumers by creating superior and innovative products, which is why we’re launching Fairy Max Power, turning a classic on its head – literally – to create a product that’s efficient, intuitive to use and timesaving.

“By listening to consumers, we combined a highly effective new formula with useful packaging improvements. The upside-down bottle with leakguard protection was specifically designed for ease of use, from the first drop to the last.”

P&G plans to make Fairy Max Power available to convenience and wholesale in the “next couple of months,” the supplier confirmed to Better Retailing.

Read more product news