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Astonish rolls out 13-strong range of household cleaning products | News | The Grocer

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Astonish Expands Product Line

Astonish, a rapidly growing homecare brand, has introduced 13 new cleaning products targeting various household needs. The range includes cleaners for multi-surfaces, air fryers, pets, fabrics, toilets, and carpets. Products are priced between £1 and £2.49.

Retail Availability

Several products, such as the Air Fryer Cleaner and Fabric Refresher, are already available at Asda, Morrisons, Home Bargains, and The Range. The remaining items, including the toilet gel and disinfectants, will launch later this month.

Company Performance and Sustainability

Astonish experienced a successful 2024, with significant growth in household cleaner sales. The company is also committed to sustainability, recently investing £417k in solar panels for its Bradford headquarters to power 90% of its manufacturing operations.

New Products

Multi-Surface Cleaner
Air Fryer Cleaner
Pet Stain Remover
Fabric Refresher
Toilet Gel
Disinfectant Cleaner
Carpet Freshener

Fast-growing homecare brand Astonish has added 13 SKUs for use on the likes of toilets, fabrics and air fryers.

The lineup comprises Multi-Surface Cleaner Orange Grove (750ml); Air Fryer Cleaner (750ml); Pet Fresh Stain Remover (750ml); Fabric Refresher in Fresh Linen and Lavender Escape (550ml); Pure Power 10x action toilet gel (750ml); Ocean Lagoon, Twilight Meadows and Bouquet Blooms variants of Disinfectant Cleaner – in spray (550ml) and concentrate (300ml); and Shake & Fresh Carpet Freshener With Odour Neutraliser Tropical Breeze (350g). Rsps run from £1 to £2.49.

Several products, including Air Fryer Cleaner and Fabric Refresher, have already rolled out to the likes of Asda, Morrisons, Home Bargains and The Range. The rest, including the toilet gel and disinfectants, will be available later this month.

“We’re thrilled to be introducing a series of new innovations,” said Astonish CEO Howard Moss. “Whether tackling everyday messes, freshening up fabrics or ensuring a deep clean, each has been crafted to deliver exceptional cleaning and freshness with each use, while aligning with our commitment to sustainability and cruelty-free.”

In February, Astonish invested £417k in a major solar panel installation at its headquarters in Bradford, in an effort to reduce its carbon footprint. The 128,000 sq ft factory was fitted with 1,001 panels, to generate clean and renewable energy – 90% of which powers the brand’s manufacturing operations.

That came after a successful 2025 for Astonish. It registered a 23.7% value gain for its household cleaners on volumes up 24.2% [NIQ 52 w/e 7 September 2024], while its toilet care products grew value 23% and units 36.7%.

The brand also launched numerous innovations – such as Fabric Refresher Cotton Fresh and a White Vinegar Spray duo – and landed its first Tesco listings.