Unilever culls Persil washing-up liquid variant

By Amy Golding, marketingmagazine.co.uk, Monday, 09 November 2009 02:20PM

LONDON - Unilever has axed its low-earning Persil washing-up liquid brand to rationalise its product range.

Unilever culls Persil washing-up liquid variant

The FMCG company said it is part of its strategy to cut 40% of its SKUs by the end of the year.

The cuts are part of a strategy to focus investment and innovation on its top-selling 100 products.

The 26-strong Knorr stock cube product range was cut to 13 products earlier this year.

This week, Unilever reported a 2% rise in third-quarter underlying profits to £1.7bn.

 

This article was first published on marketingmagazine.co.uk

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