The two-chambered package design allows a descaling toilet cleaner and a bleach to be stored separately, and therefore safely, within one bottle. Henkel claims this allows safe delivery of both into the toilet bowl.
The brand is available in three fragrances - lemon, pine and ocean - and will be sold in Sainsbury's and other major retailers from this week.
Henkel is also launching Frish Duo-Active, a rim block, containing a deodoriser and liquid bleach. It will be available in ocean, orange and mint fragrances.
Frish Duo-Action will cost £1.39; the rim block is priced £1.79. They will compete against the likes of Reckitt Benckiser's Harpic and SC Johnson's Toilet Duck range.
The products will be backed by above- and below-the-line work through TBWA\London, including a TV campaign.
Henkel bought the Frish brand from Buck Chemicals in July last year.
It had been sold by Unilever 18 months before that.
The launches come as Carole Armstrong-Hooper, UK marketing director at Henkel's detergents division, moves to an undisclosed role within the company in South Africa (Marketing, November 27). Henkel has axed the role of marketing director, with Gervase Cottam, managing director of Buck Chemicals, Henkel's UK distributor, becoming general manager in the UK.