Magazine article Marketing

Ariel Tops Persil after 20 Years as the Best Seller

Magazine article Marketing

Ariel Tops Persil after 20 Years as the Best Seller

Article excerpt

Ariel tops Persil after 20 years as the best seller

Ariel has toppled Persil from its perch as the UK's top soap powder, according to an exclusive Marketing survey this week.

It breaks a 20-year run at the top for Lever's Persil -- Procter & Gamble's Ariel momentarily elbowed it out at its launch in 1971 -- and illustrates the success of the launch of Ariel Ultra in October 1989.

Ariel is now a 190m [pounds]-plus brand in grocery outlets, compared with 170m [pounds]-180m [pounds] last year. Persil trails with sales of around 180m [pounds].

The survey, which is conducted once a year with researcher Nielsen, compares the sales of the biggest brands in each of the grocery sectors.

"The Ultra launch seems to have caught Persil off its guard," says a Nielsen spokesperson.

This year, the most impressive newcomers to the top ten list in their sectors include Lever's Radion, which boosted sales to 35m [pounds]-40m [pounds] and positioned the brand fifth in the personal care sector. …

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