Lever Brothers will now concentrate on just two UK washing detergents: brand leader Persil and its budget sibling Surf. Radion, whose UK market share has dwindled to just 2%, will quietly vanish rather than be put up for sale. Its disappearance will coincide with the launch of a new Surf variant, Sun Fresh, whose packaging will sport the same orange colour as the Radion pack.
Lever has also pulled all advertising [and presumably promotional support] for Lux Flakes, Stergene handwashing detergent, and Frish toilet cleaner. Unilever says it plans to publish a list confirming which brands are to be axed and which reprieved.