Household cleaning stalwart Vim is to be brought out of retirement following a four-year absence from shelves.
Personal care to petfood maker Guaber has completed the acquisition of the brand from Unilever and plans to bring it back to the UK before the end of next year.
In particular, the company, which owns the Bionsen range of deodorants, aims to build on the brand’s continuing success in other European markets and introduce a whole range of new products under the banner, including liquid cleaners, in a bid to take it beyond its
scouring powder heritage. Guaber said it was confident that the brand could re-engage with UK consumers. According to the company’s own research, many consumers still believed it was on sale, although Unilever decided to ditch the brand here once and for all after throwing its Jif brand under the international Cif banner.
However, the E20m brand still has a loyal following in some markets, including Italy where it will continue to be manufactured.
Guaber is also looking at the possibility of making the product at a site it owns in Scotland.
Graham Mountford, MD of Guaber UK, said: “Vim is still a household name and a very well-known brand.
“I hope to be able to present something to the trade within the second half of next year.”
Simon Mowbray
Personal care to petfood maker Guaber has completed the acquisition of the brand from Unilever and plans to bring it back to the UK before the end of next year.
In particular, the company, which owns the Bionsen range of deodorants, aims to build on the brand’s continuing success in other European markets and introduce a whole range of new products under the banner, including liquid cleaners, in a bid to take it beyond its
scouring powder heritage. Guaber said it was confident that the brand could re-engage with UK consumers. According to the company’s own research, many consumers still believed it was on sale, although Unilever decided to ditch the brand here once and for all after throwing its Jif brand under the international Cif banner.
However, the E20m brand still has a loyal following in some markets, including Italy where it will continue to be manufactured.
Guaber is also looking at the possibility of making the product at a site it owns in Scotland.
Graham Mountford, MD of Guaber UK, said: “Vim is still a household name and a very well-known brand.
“I hope to be able to present something to the trade within the second half of next year.”
Simon Mowbray
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