Cleaning product manufacturer announces £2m brand investment

Howard Moss

Astonish, the manufacturer of household and laundry cleaning products based in Bradford, has unveiled a £2m brand renovation.

The overhaul of the brand, which celebrated 40 years in 2013, includes new look pack designs and bespoke shrink sleeve, prism shaped packaging.

The business has also invested heavily into its manufacturing infrastructure.

Howard Moss, managing director at Astonish, said: “Astonish has achieved a great deal of success within both the UK and global market, which sees us export to more than 50 countries.

“With an ambitious growth strategy in place, we recognised that further success could not be achieved by our experience and the performance of our products alone. We needed to invest in leveraging our brand.

“Household cleaning is a competitive category dominated by strong brands that deliver. Whilst Astonish has been a household name for more than 40 years and for many is the pinnacle of cleaning, we required a brand that reflected this.

“We know from experience that once consumers try our products they quickly become advocates. Put simply, we therefore need to stand out in what is a crowded market.

“We’ve certainly achieved this with our new look, which is proudly placed at the heart of our products; it reflects quality, confidence and delivers a strong shelf presence.”

The Astonish rebrand will initially launch across its range of trigger sprays.

Moss added: “Our rebrand is so much more than just a new look that communicates what we stand for. When we set out on this journey we made the bold decision to move our trigger sprays into shrink sleeve packaging, a first for a challenger brand like ours. This has involved significant investment in the infrastructure of our Yorkshire-based manufacturing facility. There is also more to come with exciting new product developments and accolades that reinforce the performance of our products.”

Astonish is a second-generation family business. Launched in 1973 the company produce a range of over 60 products, which are available across the UK in stores including Home Bargains, B&M, Poundland, The Range and Ocado.

The business, which employs 72 staff, pioneer cruelty free products that have never been tested on animals or used animal derived ingredients.

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