FAIRY has announced the launch of its ‘most transformative’ packaging redesign in years, with the unveiling of Fairy Max Power.
The new upside-down bottle is described as being ‘easy to grab and go’, while the dosing mechanism controls how much product is used.
Fairy explained that the redesigned bottle means it’s easier to get the last drop of product out. The bottle is fully recyclable and made from 100% post-consumer recycled (PCR) material.
Scott Popham, director of communications at Procter & Gamble, said, “We want to make life easier for consumers by creating superior and innovative products, which is why we’re launching Fairy Max Power, turning a classic on its head – literally – to create a product that’s efficient, intuitive to use and timesaving.
“By listening to consumers, we combined a highly effective new formula with useful packaging improvements. The upside-down bottle with leakguard protection was specifically designed for ease of use, from the first drop to the last.”
