New Fairy Original reformulation offers best ever grease cleaning
With the formula interventions, the brand aims to step-change the product superiority by reaching "real WOW" with Fairy lasting twice longer versus key competitors and providing the strongest anti-grease performance in the market.
The Fairy Lift Action technology helps to capture surfactants and deliver them closer to the grease. This provides more power to lift and cut grease into smaller pieces, resulting in an emulsion of small droplets. This process helps suds stay rich and more active for longer, and grease is easily rinsed away without redepositing back on dishes.
The technology has been endorsed by a key European University and certified by German external testing institute.
In development for three years with the largest chemical producer in the world, 30 new patents were filed on the new active ingredient technology, with more than 300 variations of molecules screened and tested to find the most suitable.
Patrick Megarry, Home Care Brand Manager for P&G, comments: "This is an exciting development for Fairy Liquid with our new Fairy Lift Action technology continuing to help differentiate Fairy from its competitors in the category. Fairy is one of the best-sellers and acts as a beacon for the sector. This new technology enables us to provide even better grease cleaning and has already performed very positively in consumer tests.