The laundry industry in Canada has a new player, as Persil ProClean, a detergent offered in Europe for over 100 years, continues its North American expansion.
Henkel, the German-based company that manufactures and distributes Persil worldwide, launched four stain-fighting Persil ProClean Power-Liquid detergents in Canada earlier this month including Original, Intense Fresh, Coldwater, 2in1 as well as Persil ProClean Power Pearls. The liquid formulas are available in 1.18L ($6.99), 2.21L ($12.99) and 4.43L ($19.99) while Persil ProClean Power Pearls detergent is available in 1.26kg bottle ($12.99).
Peter Guenther, president of Henkel Canada, said the Canadian market features only a couple of quality brands. These brands could use more competition, and customers could use more options. “The market now is a good fit for another premium brand.”
Before launching in North America, the company identified key differences between the detergent market in Europe and North America. One such difference is in the detergent itself: a majority of Europeans use powder whereas, in North American, liquid detergent is dominant. Thus, Henkel offers powder detergent capsules in Canada as well as numerous liquid options.
The company launched their product in Mexico five years ago, and in the U.S. in 2015 with an exclusive partnership with Walmart. Persil ProClean Power Liquid 2-1 became Consumer Reports’ top-rated detergent, surpassing Tide Plus Ultra Stain Release, which formally dominated sales and ratings.
Guenther added that in Europe, everyone knows Persil, but Canadians are unfamiliar. A major advertising push, through television, print and social media is underway here in Canada now. That includes a Persil ProClean challenge, which offers a money back guarantee if you’re not satisfied, and commercials featuring the brand’s new fictional character known as The Professional — a well-groomed man in a pristine white coat dedicated to high standards of cleanliness.
Persil will be available in major retail across Canada, including Loblaw, Costco, Valu-mart, Metro, Sobeys and Longo’s.
This article originally appeared at CanadianGrocer.com.
