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A new all-in-one cleaner from Unilever Power Brand Cif is using pioneering bioscience technology and the natural power of probiotics to keep homes cleaner for longer.
The new product, Cif Infinite Clean, combines 100% natural probiotics with effective cleaning ingredients.
In a survey of home care insights, 70% of cleaner users said they “would like products to be longer lasting so I didn’t have to clean so often”.
Cif’s new versatile multi-purpose spray is specifically formulated to provide a longer-lasting clean on surfaces ranging from home electronics and worktops to sofas, soft toys and pet beds, long after its application.
With the market for probiotics currently worth $77 billion (€70.12 billion) and increasing consumer trends for cleaning products that have natural ingredients, the global market for probiotics cleaners is expected to grow 9.15% to reach $8.15 billion by 2030.
The microbiome community of microorganisms is well established when it comes to our gut and skin health – and even our homes have a microbiome. Cif Infinite Clean leverages cutting-edge microbiome technology using a bespoke blend of natural probiotics to transform home cleaning.
Probiotics are living microorganisms. These good bacteria are more commonly known by consumers for their use in foods like yoghurt to boost the gut’s microbiome. Cif Infinite Clean brings these 100% natural ‘friendly’ bacteria safely and reliably into living environments and uses these good bacteria to keep dirt at bay.
“We’re challenging traditional cleaning norms and how people think about cleaning their homes by creating a disruptive cleaning product that harnesses the potency of nature’s probiotics, to not just clean our homes but also to provide a longer-lasting clean,” says Eduardo Campanella, Business Group President of Unilever Home Care.
“This is the power of Cif Infinite Clean: an all-in-one product that keeps on cleaning even after you’ve stopped.”
Probiotics stay dormant until they meet a dirty surface. Only then do they start to germinate, releasing molecules like enzymes which degrade the dirt, making the surfaces cleaner for longer.
As well as providing protection from allergens, the all-in-one product’s premium and modern fragrances can also tackle bad smells with long-lasting odour protection on soft furnishings such as sofas, cushions and carpets.
And that’s a benefit for the millions of households that now own an animal and are looking for pet-safe cleaning solutions to tackle lingering smells.
Cif’s new spray also uses a unique ‘continuous mist technology’ trigger system that delivers a superior cleaning experience across all surfaces.
This makes the most of the probiotic bacteria’s ability to live on hard and soft surfaces for up to three days, providing consumers with a versatile, multi-purpose cleaner. They can also get into crevices, making hard-to-reach surfaces far cleaner too.
The innovation doesn’t stop there. Its reload packs allow consumers to reuse the trigger and reduce plastic waste by 50% compared to purchasing a new trigger spray each time.
This year, Cif celebrates its 60th anniversary, and the Power Brand continues to drive growth by investing in innovation that understands and responds to consumer needs.
In 2024 it saw double-digit growth spurred by a smart social media focus that leveraged CleanTok tips and trends. This included Cif’s ability to clean and refresh white trainers which went viral on TikTok.
NIQ[a] research on emerging home care trends shows 45% of consumers expect household cleaners to have non-toxic ingredients, a trend spearheaded by Gen Z’s desire for science-backed solutions with natural ingredients at their core.
Unilever’s investment in probiotic technology for cleaning has already seen the launch of probiotic variants for several of its brands: Wipol in Indonesia, Vim in India and Sunlight in Vietnam.
The launch of Cif Infinite Clean will be the first time Unilever has launched a product with probiotics in Europe. It will be available on shelves across the UK from this month, before roll-out to further markets including France, Poland and Italy.
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