As effective as leading brands

Claim: As Effective as the Number One Laundry Detergent in the UK*

*Claim based on information aggregated and reported in from data supplied by Nielsen through its Retail Measurement Services syndicated Laundry Detergent category definition for the 52 week period ending 13th June 2020, for the Nielsen defined Total Coverage – see official Nielsen communication below


Our cleaning performance tests were carried out under the A.I.S.E industry standards on a representative set of stains.

A.I.S.E. is the International Association for Soaps, Detergents and Maintenance Products, and is the official representative body of this industry in Europe. The membership totals 29 national associations across Europe, 17 corporate members and 11 value chain partners. The A.I.S.E. network of members represents over 900 companies supplying both household and professional cleaning and maintenance products and services across Europe.

We followed A.I.S.E. guidelines which allows the evaluation to be as similar to consumers’ real experiences as possible. We tested against the 14 stains recommended under the A.I.S.E protocol and a further 9 relevant stains. All testing was conducted by an external laboratory and our results were determined in accordance with the EU Ecolabel guidance for testing laundry detergents.



Statistical Analysis: Superiorities/Parities Based on PValues