Fairy Washing Up Liquid Original and Platinum Original have been awarded Which? Best Buy endorsements after receiving the highest scores in comprehensive product tests.

The stamp of approval is a recognition of the recent reformulation across Fairy’s washing up liquid range, to now feature Fairy’s new Lift Action Boost technology, which helps cut through grease better than ever before.

The Best Buy endorsements will run until January 2019 and Fairy Liquid Original “absolutely aced our tests” according to Which? reports.

Commenting on the endorsement Patrick Megarry, Home Care Brand Manager for P&G, said: “Current trends show that we are living busier lifestyles than ever before, with a combination of time and financial pressures, as well as the fact that many households now contain several generations living together. These demands mean that the cleaning products shoppers buy need to be easy to use and effective. Our new Fairy innovation provides the strongest anti-grease performance in the market and lasts twice as long versus key competitors, allowing consumers to spend more time with their families.

“Fairy Washing Up Liquid is a beacon for the sector and the market leader with a 71% value share. This latest recognition from Which? demonstrate the continued superior performance of the brand that shoppers know and love. The convenience channel represents 5% of Fairy Liquid sales, and within this category Fairy has a 60% value share. A massive 94% of UK consumers recognize the Fairy baby logo making it a product they expect to see on shelf.”

A TV, print, digital and POS in-store campaign will support the endorsement, communicating the Which? endorsement and the fact that Fairy was rated ‘Best on Test’ by Which?.

The reformulated Fairy Washing Up Liquid Original will be available across grocery and convenience stores, with a RRP of £1.49 for a 500ml bottle, while Fairy Platinum Original will be available with an RRP of £2.50 for a 1050ml bottle.

For up-to-date advice and tips on stocking homecare and cleaning products in-store, retailers can visit the www.shelfhelp.co.uk website.