08.01.22
Radienz Living has elevated value-tier brand, Ajax Laundry Detergent, through a refreshed brand portfolio and the addition of a new unit dose solution.
New bottles will reflect a cleaner, updated look while providing simplified graphics showcasing product functionality. Additionally, with increasing demand for convenient and sustainable solutions, the new Ajax unit dose will help meet consumer demand in homes across America.
Consumer Behaviors Shaped by Pandemic Effect Multi-Chamber Unit Dose Solution
The decision to pursue a multi-chamber unit dose solution coincides with consumer behaviors since the COVID-19 pandemic. Unit dose solutions comprise 22% of the laundry category for consumer purchase; further, consumers historically contribute more dollars to the category than non-pod users. Since 2021, this is the only laundry segment to witness an 8.4% growth rate. Additionally, laundry consumers exhibit higher satisfaction with unit dose than liquid and powder detergents.
“Consumer behavior has shifted throughout the last several years due to concerns related to COVID-19, inflation, and an impending recession,” said Ernesto Levy, chief growth officer at Radienz Living. “As these global issues accelerate and continue to cause strain across all industries, consumers are more likely to seek value-tier brands for their homes with an increased emphasis on an ‘affordability first’ mentality.”
With performance testing against leading unit dose brands, the new multi-chamber unit dose product will provide superior value and performance. Available in 5-in-1 Ocean Breeze scent and Free & Clear single dose option, the product will provide a sustainable alternative for laundry consumers. Radienz Living is the largest independent manufacturer of unit-dose products in North America, with more than 25 years of experience designing and formulating for national and private brands.
Additionally, the new look to the liquid laundry portfolio features one unifying color, reducing supply chain complexity and offering consumers 60-ounce and 134-ounce sizes. The revamped graphics and line-up focus on functional claims consumers want at an affordable price point.
Visit Radienz Living online here for more.