Ariel launches new detergent

In a push to meet the growing needs of a ballooning laundry market, Ariel – the leading laundry detergent in Kenya, has announced the launch of the new & improved Ariel Downy Pink variant as part of its expanded offering. This new laundry detergent offers consumers more freshness with the same superior clean that consumers expect from the Ariel brand. The brand has been known as “the stain removal brand” and this launch reinforces their intent to maintain market leadership by addressing a need for more freshness on clothes in the expanding consumer market.

Fabric Care Brand Manager Kenya & Africa Expansion Markets, Procter and Gamble, Lydia Kakutwi made the announcement at a launch held in Nairobi’s Gikomba Clothing Market. She said, “I’m proud to announce the launch of our new & improved Ariel Downy Pink variant, delivering fantastic freshness on top of superior cleaning and stain removal.”

This is the second high-profile launch for the Ariel brand in as many years. In January 2019, the brand launched a revamp of their original Ariel formula, which provides users with the strongest stain removal in one wash. The brand is under the Procter and Gamble (P&G) umbrella, which is the world’s oldest and leading Fast Moving Consumer Goods (FMCG) company.

"We understand the laundry market is evolving and consumers are at the center of what we do. We are committed to listen to our consumers and develop products of superior quality and value that improve their lives. For the longest time our consumers have been asking for a detergent that provides superior cleaning and that is what Ariel is about. However, by listening to the consumers, we understood that a large part of them are also looking for a detergent that delivers great freshness. This is why we launched our new & improved Ariel Downy variant. We will continue to innovate as the needs of the consumers continue to evolve,” said Silas Ouko, Fabric Care Associate Brand Manager, Procter and Gamble Kenya.

The new variant is available in the same sizes as the original.

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