Andrex has unveiled a new enhanced portfolio, Andrex Ultimate Fresh Hygiene Wipes, giving consumers a better and longer-lasting freshness.
Using new patented DeodEclyx technology, Andrex Ultimate Fresh wipes will do more than just mask odours. Each sheet reacts with – and neutralises – unpleasant smells, creating new molecules that leave behind a fresh scent for up to four hours.
This innovative solution to odour concerns will be implemented across the full Andrex Ultimate Fresh Portfolio, including single packs, Mega Packs and multi-packs. The new wipes are readily available at retailers across the country now.
Recent research from Andrex revealed that 71 per cent of consumers do not feel completely satisfied with their level of clean away from home. Recognising customers’ desire to keep clean on-the-move, Andrex Ultimate Fresh Hygiene Wipes will soon be launched in an optimal ‘Fresh & Go’ pocket-size pack. This compact pack will contain 12 sheets, each imbued with the same deodorising technology, perfect for maintaining freshness whilst out and about.
“We are always looking for ways to enhance the daily lives of our consumers, and we believe that this latest innovation does just that. With DeodEclyx technology, we're not just offering a quick fix, but a longer-lasting solution to personal freshness,” Emma Laisby, Head of Andrex at Kimberly-Clark UK & Ireland, said.
“Our commitment to providing products that are both effective and convenient is reflected in the development of the 'Fresh & Go' packs, ensuring that our customers can feel confident and refreshed, no matter where they are.”
These developments are the latest examples of Andrex reinventing the traditionally commoditised toilet tissue category. Last year saw the launch of Andrex’s new ‘Get Comfortable’ brand platform, which urged the nation to overcome its ‘social constipation’ around discussing bathroom habits. Andrex has also committed to a three-year partnership with Bowel Cancer UK, with over £2.3million worth of support to drive earlier diagnosis of the disease.
