Bradford cleaning product manufacturer unveils £2m brand investment

Astonish, the Bradford-based manufacturer of cruelty free, household and laundry cleaning products, has unveiled a £2m brand investment.

The brand renovation includes a new brand identity, new pack designs and bespoke shrink sleeve, prism shaped packaging.

Accommodating the shift to shrink sleeve packaging, the business has also invested in its manufacturing infrastructure.

Astonish will be the first to relaunch its trigger spray portfolio, from its 60-strong range, into shrink sleeve packaging that has been specifically designed to enhance the brand’s new look.

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 continued: “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.”

Launched in 1973, Astonish is a second-generation family business. The company produces a range of over 60 products and employs 72 team members.

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