Unilever brands Dirt Is Good (known as Persil in the UK) and Robijn introduce for the first time  laundry sheets that have been formulated with highly biodegradable ingredients, and their main active ingredient is plant-based.

The product is packaged in a recyclable, paper-based box which is compact and lightweight.

“We are ready to disrupt the market with a new format from Persil that we are confident consumers will love and which can bring incremental sales to the category,” says Eleni Koulara, Dirt Is Good Marketing Director.

“We know that shoppers are looking for new laundry alternatives that can provide high-quality cleaning results and beautiful fragrances while also being sustainable. With DIG’s reputation for product superiority and innovation, we’re in a prime position to deliver what they need.”

Robijn’s sheets launched in the Netherlands early this year, in-store and online, and have attracted a largely new audience to the brand. Persil launches in the UK this month, exclusive on Amazon, and will expand across other e-commerce and grocery channels in 2024.

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