Unilever has launched Domestos Power Foam, which it claims is the UK’s first upside-down foaming spray.

Available in 450ml Arctic Fresh and Citrus Blast variants, each at an RRP of £3, the spray is intended as a one-stop cleaning solution across multiple household surfaces.

It is also bleach-free and has 360-degree spray trigger technology that works upside down, for hard-to-reach areas. Additionally, the bottles are made from 50% post-consumer recycled plastic and are recyclable without the trigger and sleeve.

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Claire Racklyeft, home and hygiene category lead at 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.”

Unilever will support the launch with a £10m marketing investment, including a TV advert and outdoor campaign from March. These will be preceded by a social media influencer campaign and in-store PoS available this month.

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