Fairy Platinum Plus Dishwasher Capsules

Fairy is a storied brand within the household cleaning market, first launched in the United Kingdom by Thomas Hedley & Co. in the 19th century. Originally known for its bar soap, the brand significantly expanded its presence after being acquired by Procter & Gamble in 1930. Today, Fairy is a leading international brand specializing in liquid dish soap and automatic dishwasher detergents, such as the Platinum Plus capsules shown here.

While the brand has its roots in the United Kingdom, manufacturing is distributed across multiple global facilities to meet high demand in EMEA regions. The brand is a core asset of Procter & Gamble, a multinational consumer goods corporation. In Italy, where the product in the image is marketed (indicated by phrases like 'cicli brevi'), it is distributed and managed by P&G's local subsidiary. The brand remains synonymous with grease-cutting efficiency and is a primary competitor to brands like Finish.