P&G launches Fairy in pebble-shaped pack

The company declined to comment on internet speculation that it plans to roll out gel versions of Bold 2-in-1 and Daz in the same pack.

Bath-based packaging design agency Studio Davis worked with P&G’s in-house design team to create the original pack for Ariel Excel Gel, which was launched in October.

The bottle includes a polypropylene dosing cap that can be removed from the body of the pack and an integrated ‘visi-strip’ which shows consumers how much gel remains in the pack.

P&G said the compact, recyclable pack uses up to 45% less packaging than any other Ariel liquid detergents, allowing more bottles per case, pallet and truck to be transported and reducing carbon emissions as fewer trucks are needed.

The product was recently recognised by consumer group Which? as a best buy and received the highest ever score for a detergent, despite it being tested at 30 degrees.

A P&G spokeswoman said: “We are extremely pleased with how Ariel Excel Gel is performing in the market and it has been successfully received by our retail partners and consumers.”

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