Persil relaunches capsules to drive premiumisation in laundry

The revamped range from the UK’s number one liquids laundry brand^[a] is designed to tackle tough, dried-in stains, delivering an increase in the level of cleaning actives per drop compared to the previous formula. The new formulation was developed over 10 years with Unilever’s expert UK R&D team and world-leading specialists in detergent technology to respond to ongoing shopper demand for improved wash results, particularly on tougher stains.

In addition to the upgrade of Persil capsules across all ranges, the brand is launching two new variants - Persil Ultimate Ultra Stain Removal Non-Bio and Persil Ultimate Ultra Stain Removal Bio – to meet the needs of shoppers looking for effective, high-performance laundry solutions. The Non-Bio variant has been developed combining non-biological stain removal with long-lasting fragrance to be gentle next to sensitive skin.

With clearer Bio vs Non-Bio signposting and stronger shelf navigation supporting the relaunch and new variants, research indicates the launch could deliver a +7%^[b] uplift in capsules value, driven primarily by increased consideration and trade-up into premium capsule technology.

Guille Vosen, UK&I Home Care Marketing Lead at Unilever commented:

"Stain removal remains a top priority for laundry shoppers and this redesign of our Persil capsules reflects a significant step forward in our capsule technology. We know there is growing demand from families seeking effective solutions that are also suitable for sensitive skin so with the launch of the Ultimate Ultra Stain Removal Non-Bio capsules, we’re meeting both needs head-on.”

“With 60%^[c] of shoppers saying that stain removal is their key pain point with current laundry offerings; by improving Persil’s performance on tough, dried-in stains, we are delivering outstanding stain removal performance while remaining gentle next to skin. This gives retailers the opportunity to trade shoppers up without compromising on the needs of those looking for products that are suitable for sensitive skin.”

The redesign also features a fragrance system with both an instant burst of scent and long-lasting freshness to deliver outstanding fragrance at every stage of the wash. The capsules are encased in a crystal-clear, fast-dissolving film that is effective even in ice-cold water.

Guille Vosen added:

"Beyond the incredible cleaning power, we understand that scent and visual appeal are vital to the overall laundry experience. We have carefully designed each chamber of the new capsule to ensure improved fragrance and elevate every wash, providing a premium sensory experience that reinforces the superior quality and innovation shoppers expect from Persil."

The launch will be backed by a £9.5m marketing investment, with a full ATL campaign running May to November across TV, cinema, OOH and digital to drive awareness, trial and instore demand.

The Persil redesigned capsules and new Ultimate Ultra Stain Removal range will be rolled out across grocery and convenience channels from April, alongside a concurrent relaunch of Persil’s liquid detergent portfolio featuring clearer Bio and Non-Bio signposting to align with the new capsules for consistency across formats.

As part of its innovation push, Persil is also expanding its Wonder Wash range with the launch of Wonder Wash MAX Active Clean, designed specifically for the growing quick wash segment. Arriving on-shelf from April, Persil Wonder Wash MAX Active Clean delivers exceptional cleaning power with four different stain removal actions^[d], even in a 15-minute cycle, targeting the 83%^[e] of consumers who are looking for effective stain removal specifically from a quick wash.

The new variant builds on the success of the Persil Wonder Wash range, which was ranked as the number one UK household NPD in 2024, in both value and penetration^[f], and has achieved a 41.3% repeat purchase rate^[g] in the UK.

Persil Wonder Wash MAX Active Clean is designed to help retailers meet demand for faster, more efficient laundry solutions, while driving incremental sales within the category.