Chemicals giant Ineos is foraying into the UK retail household care industry with a range of cleaning detergents and other products launching exclusively in Asda.
The new range is described as being developed with proprietary technology that introduces “active fragrances” designed to improve well-being and promote better sleep.
Commenting on the launch, Ineos Hygienics chief operating officer Rory Tait said: “All of our products are designed to bring the benefits of science and performance to everyone, every day. We apply scientific expertise to optimise every aspect of how our hygiene products perform so they work better, are more sustainable and redefine value for our customers”.
“Our high-performance formulas are unbeatable compared to the leading brands in the category. They are skin kind, planet kind and cruelty free. This is a huge market that is just not delivering and is ripe for innovation. We believe that for too long this sector has not served consumers well and we are changing that with revolutionary products that will help every customer”, he added.
The range comprises 16 products altogether including dish detergents, surface cleaners, wipes and laundry liquid.