Unilever Launches Revolutionary Probiotic Cleaning Solution to Capture Global Market Share

Global consumer goods giant Unilever is set to revolutionise the £35 billion cleaning products market with its innovative probiotic-powered cleaning spray, Cif Infinite Clean. The groundbreaking product, which harnesses beneficial bacteria to combat dirt and grime, continues its cleaning action for several days after application.

The launch marks a strategic move by Unilever to strengthen its position in the £10 billion home products category. The child and pet-friendly spray, designed for use on both hard and soft surfaces, represents a significant advancement in cleaning technology.

Marketing efforts for the new product line will pivot away from traditional advertising channels, aligning with CEO Fernando Fernandez’s vision. The campaign will leverage social media influencers, including cleaning experts Roo Day and Lynsey Crombie, dubbed “the queen of clean”.

Eduardo Campanella, Unilever’s homecare division president, emphasised the product’s development was driven by evolving consumer behaviours and home-centric lifestyle changes. “Modern consumers seek superior performance and enhanced cleaning experiences. The psychological rewards of cleaning have become increasingly important,” Campanella explained.

The product launch coincides with Unilever’s expansion of its successful Wonder Wash range, targeting the rapidly growing short-cycle laundry segment. Industry analysts project this market segment will reach £1.7 billion by 2026, highlighting the strategic importance of these product innovations.

Priced at £4 and available in three fragrances, Cif Infinite Clean builds upon the brand’s existing success, with Cif currently generating £500 million in annual sales as one of Unilever’s high-growth “power brands”.