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breathease – new asthma and allergy friendly range set to revolutionise household cleaning
There are 5.4 million people suffering from asthma in the UK and 21 million with an allergy. For 96% of those with asthma or allergy, cleaning products are a key trigger. In response to this gap in the market, a breakthrough new range of cleaning products, breathease, has been developed for an effective cleaning solution that helps reduce surface and airborne allergies.
Scientifically tested and proven to be suitable for people with asthma and allergies, the range has also gone through extensive user trials with people affected by the condition – 90% of 126 respondents reported improved respiratory effects versus their usual cleaner.
Unlike other household cleaners potentially full of allergens not listed on the label, including “allergen free” formulations that may still contain allergenic ingredients, breathease is the first UK cleaner to have earned the Asthma and Allergy Friendly accreditation, supported by Asthma UK, the leading asthma charity.
Lisa Weston, Brand Manager for breathease, comments: “With nearly one person in every household battling everyday with asthma and/or allergies, we recognised the strong consumer demand for a product that delivers excellent cleaning whilst containing ingredients less likely to cause an allergic reaction. We learnt that many people chose fragrance-free products through fear of exacerbating their sensitivities. breathease’s asthma and allergy friendly formula therefore seeks to bring back fresh fragranced cleaning to those who usually avoid fragrance altogether.
The feedback to date has been extremely positive and testament to the strong consumer need. We are confident that the product range will be well received by Tesco customers.”
David Hiles, Head of Health Promotion at Asthma UK, comments: “We welcome any product that has gone through breathease’s level of rigorous testing and helps people with asthma in the UK. Cleaning products are a common trigger for asthma symptoms and, with more than 200 people being admitted to hospital every day with asthma attacks, we’re doing all we can to help people reduce their risk of an attack.”
Developed by Solent International, in partnership with airmid healthgroup, the core range of five products will be available exclusively from Tesco stores from 12th August with an RRP of £3.00. The range includes a multi-purpose cleaner, kitchen cleaner, bathroom cleaner, shower & tile cleaner and window & glass cleaner.
Notes to editors:
For further information or images please contact Clemmie Corlett on 0207 240 2444 firstname.lastname@example.org.
*Research conducted by breathease whilst developing the range
About Asthma UK
Asthma UK is the UK’s leading asthma charity supporting people with asthma when they need it most and funding world-leading research to find better treatments and ultimately a cure.
DUBLIN, Ireland, August 15th 2013
breathease, the UK’s first accredited range of asthma & allergy friendly cleaners were launched this week thanks to a successful research & development partnership between Solent Group and airmid healthgroup (AHG). AHG, a Dublin-based research facility for consumer-products making health claims, provided research & laboratory testing services to develop the asthma & allergy friendly cleaning range, which is supported by Asthma UK.
breathease products have been specifically developed to support the needs of the 5.4 million people with asthma and 21 million allergy sufferers in the UK who may have a heightened risk of their symptoms being triggered by existing cleaning products. This new cleaning range of products, which are underpinned by gold standard science, have been recognised and supported by Asthma UK.
Solent Group, wished to put science first when considering their asthma & allergy claims and innovative product positioning. Partnering with airmid healthgroup, the world’s first ISO 17025:2005 accredited testing laboratory for house dust mite (Derp1) and cat allergen, they undertook a research and development project to construct better more suitable cleaning products for asthma & allergy sufferers and that would achieve third party validation and accreditation.
“Delivering ultimate piece of mind, the scented asthma & allergy friendly breathease range consists of five products to clean your home and office environments”, said Lisa Weston, Brand Manager at Solent Group. “Our investment in developing the breathease range of cleaning products with our partner airmid healthgroup, will provide new, third-party-validated, healthy products.”
“We’re excited to partner with a company like Solent Group, whom embarked upon an extended research & development program to ultimately provide consumers with a cleaning range for asthma & allergy sufferers that was supported by science” said Fraser Hodgson, COO at airmid. “They join a growing list of successful companies that have leveraged our facilities and resources to provide innovative products of the highest quality”.
For information on airmid, please visit, www.airmidhealthgroup.com
Contact: Fraser Hodgson email@example.com