Our supply chain’s agile response to a laundry detergent sensation: Wonder Wash

The launch of Unilever’s biggest laundry detergent innovation in a decade - Wonder Wash - in the UK and China this April proved to meet consumers’ demand for an effective detergent for shorter wash cycles. Sales skyrocketed quickly, with demand surging to 500% higher than forecast. 

The Home Care supply chain team embraced the challenge: In just 6 months, we unlocked a remarkable increase in our production by tripling our production line capacity. We also expanded production to three manufacturing sites and have since launched in six more markets: Ireland, France, Portugal, Greece, Turkey, and Italy.  

This success was driven by: 

• The power of AI and technology: Leveraging advanced technologies, we optimized our factory assets and processes to accelerate lead times and enhance efficiency. This allowed us to meet increasing consumer demands on time and in full. 

• The dedication and agility of our team: Our operational team swiftly adapted to an extended crewing pattern on very short notice. Their speed and flexibility were crucial in delivering the operational excellence fuelling the growth of this innovation.  

• The strength of our partnerships: By collaborating closely with key material suppliers and customers, we designed systems that maximized output and expedited production capability. This ensured we could meet the expanded capacity needs seamlessly.  

I’d like to call out the people working behind the scenes, leading in our manufacturing sites and distribution centres. Their exceptional excellence in scaling up production and maintaining high standards of quality has been crucial in consistently delivering superior laundry experiences to our consumers.  

Madeleine Mcleod in Port Sunlight, UK, Çağlayan Irmak in Konya, Turkey, and Sandy Hou in Hefei, China - thank you!

An efficient and tech powered supply chain fuelling business growth 

We are constantly listening to our consumers, and it is exciting to launch an innovation that they clearly want and need. It affirms that we are solving a real need, closing a real gap, and evolving with their changing work and lifestyle.  

A change in habits, such as a reduction in daily commutes, has meant that while clothing still picks up invisible grease and grime, the majority (70%) of the clothing we wash now contains no visible stains. Instead, it is soiled with invisible sweat, dust and odour-causing body oils. As a result, over two thirds (78%) of washing machine owners choose a cycle that lasts less-than-30-minute at least once a week. Our 15-minute Wonder Wash innovation is tapping into these changing laundry habits, helping consumers to save time, energy and cost, and extend the life of their clothes. 

I’m extremely proud of the integral role that our supply chain team plays in efficiently creating unmissably superior brands to meet this demand and fuel the growth of our business. It is how we transform not just how our business operates, but also how it is experienced by our customers and consumers. 

A truly transformative product 

Wonder Wash is Unilever’s first-ever laundry detergent designed specifically for washing machine short cycles. This short cycle category is predicted to be worth €2 billion by 2026. Read all about it here. Wonder Wash is from our ‘Dirt Is Good’ power brand – known as OMO, Persil, Surf Excel, Breeze, Rinso, Ala or Skip, depending on where you are in the world. 

‘Clean Future' is our strategy to tap into a vast segment of consumers who want easy and delightful experiences with products that are sustainable and, importantly, great value. It enables us to deliver superior products that are both more sustainable and affordable, meeting the diverse needs of consumers worldwide. Wonder Wash’s industry-leading short cycle innovation meets all 3.