Persil was hit the hardest of all the big laundry brands last year

Persil

Last year’s ranking: 29

Sales: £196.7m (-11.3%)

Persil was hit the hardest of all the big laundry brands last year, suffering a £25.1m blow to sales. Hope comes in the form of Persil Powergems, which launched in June after an €18m investment in development. Backed by a £10m marketing campaign, Powergems have now overtaken Persil powder as its bestselling detergent. Persil hopes to consolidate this range’s success with last year’s launch of Persil Powercaps in Bio, Non-Bio and Colour variants, with a £4m marketing push in 2018.

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