Reckitt Benckiser, manufacturer of Vanish, Cillit Bang and Dettol, is preparing to launch an eco-friendly washing powder. The detergent, provisionally called VO, is heading for the market four years after Reckitt axed its environmental range of household products, Down to Earth, following poor sales. VO is still at development stage, but it is believed it will be thrust into the spotlight later this year backed by a major advertising campaign. It would be up against Ecover, the current market leader in environmentally friendly household products, with global sales in excess of £44m. This week, online supermarket Ocado announced sales of environmentally friendly household products were up by nearly 60% from this time a year ago. It said households were being more careful about what impact their cleaning products had on the environment and it expected to see more growth in this area during the year.

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