A+ Colour Laundry Liquid

A+ is a well-established brand of laundry detergent specifically formulated for high performance in modern washing machines, particularly in Northern Europe and the Nordic regions. The product featured is designed for colored garments, utilizing 'New Generation Technology' to maintain fabric integrity and color brightness even at low temperatures.

The brand has a complex ownership history linked to major consumer goods conglomerates. Originally developed and marketed under the umbrella of Unilever, the A+ brand (along with several other laundry brands like Omo and Persil in specific markets) was part of a strategic divestment. In 2021, Unilever sold its laundry business in several European countries to the private equity firm Lone Star Funds, which consolidated these assets under the Henkel-associated or independent operations depending on the specific regional licensing agreements. In many Nordic markets, the brand is managed by Blue Ocean Professionals or similar regional entities under the oversight of Lone Star's portfolio companies.

Manufacturing for A+ products occurs in multiple locations across Europe to serve regional markets efficiently. The brand focuses heavily on sustainability, as evidenced by the packaging indicating the use of 99% recycled plastic and a microplastic-free formula.