Simon Mowbray
Buck UK has revealed plans to relaunch iconic washing up brand Sqezy following years in the household cleaning wilderness.
The brand, which inspired the "easy peasy lemon sqezy" slogan, was first launched in 1959 by Unilever and is claimed to be the world's first washing up liquid.
But it sold the stalwart cleaner on to Buck two years ago after Sqezy was constantly edged down the pecking order by new brands with bigger marketing budgets.
Now Buck is rolling out a revamped version of the old favourite again in three varieties  luscious lemon', passionate purple' and gorgeous green'.
It also features a specially designed, upside down, non-drip hourglass bottle.
The 425ml premium-priced offering will be backed by TV, press and billboard adverts from January.
"Sqezy was the first liquid detergent," said Buck md Gervase Cottam. "It was the first washing up liquid in the world.
"Now it is the first in the world with a no drip, easy squeeze valve. That's real innovation."
Relaunching in Sainsbury's, Sqezy is also rolling out to stores nationwide now.
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Buck UK has revealed plans to relaunch iconic washing up brand Sqezy following years in the household cleaning wilderness.
The brand, which inspired the "easy peasy lemon sqezy" slogan, was first launched in 1959 by Unilever and is claimed to be the world's first washing up liquid.
But it sold the stalwart cleaner on to Buck two years ago after Sqezy was constantly edged down the pecking order by new brands with bigger marketing budgets.
Now Buck is rolling out a revamped version of the old favourite again in three varieties  luscious lemon', passionate purple' and gorgeous green'.
It also features a specially designed, upside down, non-drip hourglass bottle.
The 425ml premium-priced offering will be backed by TV, press and billboard adverts from January.
"Sqezy was the first liquid detergent," said Buck md Gervase Cottam. "It was the first washing up liquid in the world.
"Now it is the first in the world with a no drip, easy squeeze valve. That's real innovation."
Relaunching in Sainsbury's, Sqezy is also rolling out to stores nationwide now.
{{MARKETING }}
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