Daz laundry detergent

Daz is a legendary British laundry detergent brand that first entered the market in February 1953. Originally developed by the American multinational Procter & Gamble (P&G), Daz was positioned as a value-tier alternative to its premium sibling brand, Ariel. It became a household name in the United Kingdom and Ireland, largely due to its iconic marketing campaigns like the "Daz Doorstep Challenge" and the fictitious soap opera "Cleaner Close."

In a significant shift in ownership, Procter & Gamble sold the Daz brand to BlueSun Consumer Brands in March 2024. This acquisition by BlueSun, a company known for its focus on household and personal care brands across Europe and Africa, marks a new chapter for the brand as it moves away from its long-term parent company. While the brand is quintessentially British in its origins and target market, its production has traditionally been spread across various European manufacturing facilities to support its extensive distribution in the UK and Ireland.