JTM Service has launched a washing powder for commercial and industrial users that it says is “challenging the giant household brands from Lever Brothers and Procter & Gamble”. Aquados powder comes in a dissolvable bag that is placed into the washing machine.

The Leeds-based company released the product in Scottish supermarkets last year with a television, radio and newspaper advertising campaign, and says it will be rolled out in major supermarkets throughout the UK over the first few months of this year.

John Middleton, managing director of JTM Service, said: “Aquados is a winner because it uses the best quality of detergent, and it combats all the problems that our commercial customers come up against, such as pilfering and using too much or too little powder.” For 20 years the company has supplied cleaning solutions to hospitals, private nursing homes, hotels groups and guest houses. It has formed a partnership with Aquados in order to make inroads into the UK washing powder market, which it says is worth £1,173million.

Mr Middleton continued: “As the leading dealers of advanced Miele washing machines in the country we want to be associated with a cutting edge product such as Aquados. The potential… is massive.” Gerry Hinton, Aquados’s founder and ceo, said: “I have spent years of my life working on this and I knew that one day I would create a product that beats the competition hands down.”