Symex Holdings Ltd (ASX:SYM) says it is planning to extend White King beyond just the bleach category after acquiring the iconic brand late last year.

According to Richard Ball, Australasian Marketing Manager – Pental Products Pty Ltd (Pental), a wholly owned subsidiary of Symex, the long term strategy is to see the brand consolidate its market leader position in bleach, while growing its toilet and cleaning product categories.

“White King currently has 42 products under its banner and enjoys 78.8 per cent market share of the $24.7 million retail value bleach market.

Annual sales for the White King brand stand at around $44 million,” Mr
Ball said.

“It may be in a strong position in bleach, but is a minor player in the cluttered cleaning/laundry categories and this is what we need to address.

“Moving forward, our long term strategy is to capture more of the market and extend beyond just the bleach category. We’ll do this through a combination of innovative product development, supported by targeted marketing activities and leveraging the brand’s heritage of over 50 years.

“At the same time it will complement our existing product stable which includes Softly, Huggie and Martha Gardener.”

Mr Ball said the company would invest in developing innovative products and creative marketing initiatives to support the brand during the strategic growth phase.

“White King has the ability to stretch further into other cleaning categories and we are in the process of integrating it into our current portfolio,” Mr Ball said.

“New campaigns will be developed in the coming months, which will take these brands to another level ensuring their long term position not only in the marketplace but in the kitchens and bathrooms of Australian families.”

“The White King brand has been around for over 50 years, and it is our task to ensure it is there for another 50 years,” Mr Ball said.