Ariel Non Bio wins 'allergy-free' seal of approval

Ariel will be the first detergent to claim that it offers consumers allergy-free washing after securing endorsement from the British Allergy Foundation.

Ariel Non-Bio has been awarded the foundation's seal of approval following an independent review by a panel of consultant dermatologists and other allergy experts.

The seal - a green leaf surrounded by a yellow and white border - will appear on all Non-Bio packaging, including powders, tablets and liquids.

It will also feature in print advertising in the new year, and on the Ariel website to support information about the product's suitability for those with sensitive skin. It has not been decided whether the seal will appear in TV ads.

The Procter & Gamble-owned laundry brand teamed up with Hotpoint in October to promote the ability of the two brands in combination 'to keep whites looking bright'.

Hotpoint exclusively recommends Ariel for all its laundry appliances. Integrated agency Arc London has created a TV, radio and in-store campaign to highlight the partnership.

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