Exclusive Julian Hunt Co-operative Group has scored a major marketing coup by beating both Procter & Gamble and Unilever to market with dissolvable laundry liquid pouches. Brio Actipods, developed by McBride, go on sale in selected Co-op stores on Monday with a launch price of £3.99 for a pack of 20. The new product has been under development for the past two years, said McBride, which owns the pan-European Brio brand. P&G's Ariel Liqui-Tabs and Lever Fabergé's Persil Capsules are not expected in stores until the spring. Until now, attention has been focused on how these two giants of the laundry products market will slug it out for dominance in this new sector. They are spending millions on their launches. At stake is a share of a sector that some pundits already predict could be worth as much £100m. But the Co-op and McBride believe they have stolen the initiative and will gain some first mover advantage. Like its rival products, Brio Actipods are said to meet the needs of both tablet and liquid users, by offering the convenience of tablets with the washing characteristics of a liquid. The 50ml sachets dissolve in the drum of a washing machine, and, as with normal liquid detergents, do not leave a residue on clothes. Mark Owen, head of category buying at Co-operative Group, said: "We aim to provide our customers with the ultimate in convenience and innovation, and Brio Actipods fulfil both these requirements. "McBride worked long and hard to create a product that will fulfil the needs and desires of our customers." {{NEWS }}

Topics