Procter & Gamble has announced the next step in its ShelfHelp category initiative and unveiled new products and campaigns for its homecare and laundry brands.

The company has teamed up with 12 leading retailers, dubbed Shelfhelpers, to help create more focused ranges and give feedback.

John Drake, director of convenience at P&G, said: “We are currently removing 30% of our lines to make our range clearer. When you remove 30% of the range from a busy fixture you increase sales by 10% as it helps shoppers make a choice.”

P&G is spending 20% more on advertising this year, which includes putting Viakal bathroom cleaner on TV for the first time.

It is also reformulating Febreze and Flash and reducing the number of Febreze fragrances on offer to give retailers an easier choice in what to stock.

In laundry, P&G is launching Daz Whites & Colours, which aims to appeal to the 50% of shoppers that do not wash clothes separately.

Ariel, Bold and Fairy will benefit from new £1.99 PMPs that are available to convenience retailers in cases of four.

Lenor will be on TV from now and is launching Lenor Naturals in February. Lenor Unstoppables will also be on TV and be backed by a sampling campaign.