Unilever brings Seventh Generation products to the local market | Progresiv

Unilever expands its portfolio of home cleaning products and launches the Seventh Generation brand in Romania. With over 30 years of expertise in organic cleaning products and originating in the US, the Seventh Generation brand brings to the consumer a portfolio of home cleaning products without synthetic ingredients like colorants and bleaches, perfume or alcohol, the core of its formulas being based on the power of nature.

Seventh Generation's portfolio comprises of 9 products, currently being in the laundry detergents, dishwashers (both for hand washing and dishwasher), universal detergents and bath detergents categories. The brand entered the Romanian market at the beginning of June and benefits from support both in the digital environment, as well as in-store and PR, the products being available in selected dm drugstore markt, Mega Image stores, Bebe Tei, but also online (ex. : republicabio.ro, organik.ro, elefant.ro).

“Seventh Generation is a pioneer in responsible and sustainable innovations, including detergents and cleaning products for the home. The launch of the new brand in Romania is surely a response to the consumers' desire to enjoy home products that exceed their expectations and, at the same time, govern around a clean and inspired philosophy of the power of nature. Seventh Generation addresses not only the current generations, but also the next seven, proposing cleaning formulas created for multiple types of household needs”, explains Claudia Fulgeanu, HPC Incubator Marketing Lead Unilever South Central Europe.

Seventh Generation entered Unilever's portfolio in 2016, the transaction amounting to approximately 600 million dollars. In 2015, Seventh Generation reported 200 million dollars in business, and the 10-year composed annual growth rate over the last 10 years was over 10%.

Unilever is one of the global leaders in the consumer goods market, with strong operations in over 100 countries and sales in over 180 countries. In the south-central region of Europe, the Unilever group operates in the markets of food, personal care and home care, through Unilever South Central Europe and Unilever Romania. Unilever South Central Europe, based in Bucharest, coordinates the marketing and sales operations in Romania, Bulgaria, Serbia, Montenegro and Moldova. In 2018, the company, which owns a production unit in Ploiesti, achieved turnover of 954.2 million lei, slightly increasing from the previous year, by 6%, and a net profit of 13.6 million lei.