World's First Cold Water
Washing Gel Launched

Since its introduction, more than 40 years ago, Ariel has pioneered low temperature cleaning through a progression of innovative technology. 

For most of this period this addressed the evolution of fibre type and colours from white cottons to coloured cottons and blends and synthetics which could not be washed safely at high temperatures. More recently, when energy consumption has become an increasingly important issue, Ariel’s ability to get clothes clean at low wash temperature has taken on an additional, important dimension.

Life Cycle Assessment (LCA) of washing clothes has demonstrated that the most significant environmental and carbon footprint results from the energy consumed by the washing machine.  Over 70% is consumed by the washing machine, 90% of which being used to heat the water.  From this, it was established that the most significant contribution that people could make to reduce their environmental impact whilst washing their clothes was to wash cooler. 

Now, Ariel is launching Ariel Excel Gel. Under the campaign theme ‘Cold is the New Hot’, this product will deliver cleaning results at temperatures as low as 15°C. Ariel Excel Gel works thanks to catalytic detergency.  Firstly, it breaks down tough stains and suspends them away from clothes, then it returns to work removing additional stains again and again.

Having taken three years in development over 5 million formulations were tested - only 30 of which met the successful criteria. Its formulation forms a gel naturally so there’s no need for stabilizers, thickeners or solvents – it also uses 20% less ingredients per wash. Ariel Excel Gel’s super-compact form uses up to 14% less packaging and saves 30% of energy and 40% of water in its manufacturing process.  This is the first cleaning product of its kind.  Ariel Excel Gel is innovative in every way - from its formation to the equipment used to create the gel and because it enables cleaning at low temperatures of 15 degrees.

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