ChockaBlock at Henkel

That's a lot of clean toilets! Since its debut in 2010, Henkel has produced 1,000,000,000 packs of Bref Power Activ rimblock. The four-in-one ball format is popular around the world, and is now available in more than 50 countries. According to Henkel's estimate, Bref Power Activ can be found in more than 20 million households. The formula combines a cleaning foam, anti-limescale agent, dirt protector and extra freshness. And so the innovation leader in the WC hygiene market generated category growth of more than 30%, with sales in 2015 at over 300 million euros. In Germany alone, the rimblock, known under the brand WC Frisch, is breaking all records thanks to this product line with a market share of 50%.


Since March 2016, the product has gained market leadership in almost 20 countries and is even available to consumers in Australia and New Zealand, becoming the first global brand of Henkel's business unit laundry & home care introduced onto the shelves of all retail partners in the new markets “down under.”