Bold 2in1 launches its biggest innovation in six years

Bold 2in1 Pearls

Bold 2in1, one of P&G’s fabric care brands, is launching a new product, Bold 2in1 Pearls. As the brand’s first ever three-chamber detergent, the new offering has been developed to “meet the needs of the demanding sensorial shopper”, and aims to deliver growth for the fabric care market.

On shelves this month, Bold 2in1 Pearls comes in four scents – Lavender & Camomile, Peony & Cherry Blossom, White Lily & Lotus Flower and Hibiscus & Lime Blossom. Available in packs of 12, 18, 29 and 38 washes with rrps starting at £3.99, the new range also includes the addition of a ‘touch of Lenor’ for a longer lasting fragrance.

The three chamber technology keeps each cleaning ingredient separate until they are released individually in the wash, where they work in harmony to give consumers’ clothes “an exceptional clean, long-lasting fragrance, and fibre care”.

Daniel Jalapour, P&G Laundry Brand Manager, commented: “The popular Bold 2in1 range is well-known for delivering on innovation, and this is the biggest NPD since the launch of our Gel range six years ago.”

He concluded: “Promising to offer consumers outstanding cleaning results with the added benefit of Lenor’s renowned freshness, we’re confident that the national roll-out will continue this success by driving incremental sales into the category.”

The launch will be supported by a considerable marketing campaign, which features both TV and digital activity.