Pwani Oil Products Limited (Pwani Oil) has unveiled its upgraded Ushindi Multipurpose Bar Soap, which has been reformulated to make it stronger, more durable, and gentler on hand while maintaining its affordability. Pwani Oil invested $180,000 (KES24 million) in enzyme research to derive the best formulations for rapid and thorough cleaning.
The new Ushindi, which is now available in supermarkets and retail shops countrywide, incorporates advanced enzyme technology that accelerates the breakdown of proteins, ensuring more effective stain removal. This innovation helps save time and water in addition to eliminating the need for combining bar soap with washing powder for thorough cleaning.
A promising uptake of the reformulated Ushindi has led to a 25% increase in production, with Pwani Oil set to produce 2,500 metric tonnes every month (125 tonnes/day). The increase in demand arises from the multipurpose functions of the new formula, and the associated savings.
“Kenyans often use bar soap and washing powder or other detergents for a clean wash. This is now going to be a thing of the past because the new Ushindi Multipurpose Bar Soap incorporates the same enzyme technology that is used in powder soaps. By bringing this innovation into the Ushindi soap, customers don’t have to buy two products for one wash,” said Pwani Oil’s Commercial Director, Rajul Malde.
In addition to its enhanced cleaning capabilities, the new formula includes additional oils for extended soap life and glycerine to maintain skin gentleness, addressing the dual concerns of durability and skin care.
The Ushindi reformulation responds to customer demands for premium but affordable cleaning products. This is because recent research shows strong growth in the homecare segment even as customers reduce their spend on other categories of fast-moving consumer goods (FMCG).
Recent research highlights strong shifts in the FMCG market, with heightened emphasis on sanitation and hygiene. The increased demand for home care products has also been facilitated by property market growth, increased housing units, urbanization, and evolving lifestyles.
To complement its advanced formula, the new Ushindi Multipurpose Bar Soap will debut a refreshed packaging design, ensuring it stands out prominently on retail shelves across the country. This new look enhances visibility in addition to showcasing the product’s upgraded performance and appeal.
For buyers, it also comes as good news to know that even with the new improvements, the new Ushindi bar soap does not attract an extra cost, providing value for money. The product will be available in different-sized packages (100g, 800g & 175g) for a wider market reach.
The reformulation of Ushindi comes at a time when Pwani Oil is enhancing its capacity in homecare products, supported by its expanded production plant in Kikambala, Kilifi, which allows it to produce varied products including kitchen care items like dishwashing liquids and pastes, and floor cleaners, amongst many other cleaning, hygiene and personal care products.
The liquid detergent plant can produce up to 40 tonnes of dishwashing pastes, dishwashing liquid, and floor cleaners daily. This is in addition to 12 tonnes of personal care products per day, encompassing milking jelly, petroleum jelly, lotions, and an assortment of soaps. The high-quality products emerging from this scaled-up plant have a shelf life exceeding 2.5 years, ensuring long-lasting freshness and effectiveness.
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