Cif aims to provide the Infinite Clean for this spring
CLEANING brand Cif has expanded on its successful Infinite Clean spray line with the launch of two new anti-bacterial variants.
The new expansion aims to respond to the rising consumer demand for an “all-in-one” cleaning solution from the brand, delivering effective anti-bacterial properties without sacrificing on fragrance or convenience.
The new Cif Infinite Clean Anti-Bac sprays come in two scents Apple & Jasmine or Lemon & Aloe Vera. Both are available in 250ml and 280ml formats with respective MRSPs of £2.79 and £4. There is also ‘Reload’ formats available for both, which allows consumers to swap out the bottle attached to the spray gun without binning it all. These come in 280ml and 590ml bottles with MRSPs of £3 and £4 respectively.
The range was developed to meet the needs of consumers looking for a convenient all-in-one package for household cleaning that effectively kills viruses and bacteria while delivering a pleasant fragrance. Each bottle has an on-pack claim that it can kill 99.9% of bacteria and enveloped viruses on hard surfaces.
The new range will also be supported by a full-year marketing campaign with a strong focus from January to April.
Guille Vorsen, UK&I homecare marketing director at parent firm Unilever, said: “UK consumers are increasingly prioritising hygiene, with 1 in 5 seeking anti-bacterial cleaners to safeguard their homes and loved ones.
“Cif Infinite Clean Anti-Bac is a uniquely versatile product, allowing consumers to clean and disinfect a wide range of surfaces throughout their homes and beyond. It offers powerful germ-killing action through its disinfecting agent, and the product’s probiotic technology delivers a long-lasting clean, making it a truly all-in-one solution.
“The launch is a direct response to evolving consumer demands, and by bridging the gap between effective disinfection and a desirable cleaning experience, we’re aiming to attract new shoppers as well as encourage current shoppers to trade up from existing multipurpose sprays to a higher-value, all-in-one solution.”
