Jun 3, 2025
Cif Probiotic-Powered Infinite Clean
Unilever has launched a new cleaning spray in the CIF range, using probiotic bacteria to fight dirt. Infinite Clean, is an all-in-one spray that harnesses patent-pending probiotic technology to transform home cleaning. The product combines 100% natural probiotics with effective cleaning ingredients, to offer a longer-lasting cleaning solution.
The science behind Cif Infinite Clean centres on living microorganisms that remain dormant until they encounter dirty surfaces. Upon contact with grime, these probiotics germinate and release enzymes that actively degrade dirt, continuing to work for up to three days after application. This biological approach allows the product to reach hard-to-clean crevices and surfaces that traditional cleaners might miss, whilst providing sustained cleaning action long after the initial spray.
The formula works across multiple surface types throughout the home, from kitchen worktops and electronic equipment to soft furnishings including sofas, cushions, carpets, and pet beds. Beyond cleaning, the product tackles odours with long-lasting protection, making it particularly valuable for pet-owning households. The spray features continuous mist technology for even distribution and comes in premium fragrances including Lime & Lemongrass, Lavender & Eucalyptus, and Sensitive Lotus & Mineral Salt variants.
Launching this new product, Unilever has also adopted sustainability considerations, featuring a reusable spray device with a three-year guarantee and interchangeable cylinder canisters. This approach reduces plastic waste by 50% compared to purchasing new trigger sprays,
“Powered by probiotics, Cif Infinite Clean redefines the way consumers think about cleaning,” said Sophie Brooke-Jones, Home Care UK&I Home & Hygiene Lead and Home Care Net Revenue Management Lead at Unilever.
“Developed in response to evolving cleaning needs, this forward-thinking innovation does exactly what it says and allows shoppers to clean many surfaces in their home. Cif Infinite Clean is a versatile product that delivers an exceptional, long-lasting clean and a great fragrance that lasts.
“We’re confident Cif Infinite Clean’s proposition will drive category growth and help retailers attract new shoppers, providing a premium product offering with clear consumer benefits.”
More proof – as if it was needed – that brands and branded innovation are the foundation of sustainable category growth. Cif Infinite Clean ticks so many of the #whatbrandsdo boxes.
- Leadership: in creating new innovative solutions that better meet consumer needs
- Real R&D commitment: serious investment in new science and technology – with a benefit and a claim
- The environment: a re-usable packaging solution that supports long-term stated brand ambitions.
- Brand building: all brought together as part of a long-term strategy and supported with through the line investment to build equity and support the launch with retailers, shoppers and consumers.
To all involved at Cif/Unilever – chapeau, this is gold standard brand work.
It is our passionate belief that ONLY brands and brand-led companies deliver innovation like this. This is because it is at the heart of the FMCG/CPG brand-led business model. This model is built on a relentless process that must drive short- and long-term value to increase market share, all whist building brand salience – distinctive innovation accelerates this. It requires a deep focus and serious investment in understanding people’s needs and behaviour; an organisational commitment to creating and delivering better solutions; all underpinned by the micro-management of a brand’s relevance and distinctiveness. For brands necessity is the mother of innovation.
