Jeyes has announced the launch of a new range ; Bloo Flowers, targeting a new market with a fresh digital marketing campaign and major national TV sponsorship.

The range, which currently encompasses the flower-shaped cage-free toilet rims Sweet Tulip and Wild Poppy, will feature in a nine week daytime TV sponsorship deal,  with ITV's 60 Minute Makeover.

To fully engage with the younger market, Jeyes has introduced QR codes on the redesigned Bloo Flowers packs, directing consumers to a micro-site where they can enter a competition to win fresh flowers for a year. www.blooflowers.com.

The products' shelf presence has been maximised through revamped shelf-ready packaging, inspired by the fragrance focus of the range.

The Bloo Flowers range will be expanded with new fragrances over the next twelve months. 

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The hit BBC2 documentary Wonderstuff gave a starring role to Jeyes' Head of Innovation Max Gowland in a recent episode.

The programme, fronted by Sun columnist Jane Moore, aims to find out what's in many of the household products we take for granted.

In episode 4, Jane looks into what makes a great toilet cleaner. She toured Jeyes' R&D facility in Thetford, watching 'Toilet City' (or 'Flushing Meadows' as it's also known) at work. She tested new scents in the smelling station and had a look in the hot and humid test chamber before getting down to basics with Max, looking at the key ingredients of a great toilet cleaner. As Max said, 'bleach is a wonderful substance'.

The product featured was of course Parozone.