Ariel Excel lives up to its name

A new laundry detergent from Ariel is so outstanding that it's better than any other that consumer group Which? has ever tested, even when used at a much lower temperature.

The first ever laundry detergent in a true gel format, Ariel Excel got the highest test score that Which? has awarded in this product category, despite being tested at a cool 30¢ªC rather than the usual 40¢ªC, making it a Which? Best Buy.

Most detergents struggle to give a really effective clean at the lower temperature, but Ariel Excel washed out stains such as chocolate ice-cream and bolognese sauce with ease, and gave outstanding results on whites and bright colours.

Washing laundry at 30¢ªC saves energy and money and reduces colour fade, so clothes look fresher for longer. It has been promoted by leading retailers such as Asda, and Marks & Spencer added the message ‘think climate - wash at 30¢ªC' to its clothes labels in 2007 as part of its ‘Plan A'.

Ariel Excel's advertising slogan says ‘cold is the new hot' and it is even claimed to clean at a chilly 15¢ªC, but few washing machines can wash at this temperature.

Liz Edwards, home editor, Which?, says: "Products often make grand claims about their performance, but in this case Ariel Excel really lives up to its name and delivers effective results. Washing at 30¢ªC is good for your wallet and for the environment, and now it can get your clothes really clean, too."

For more information go to which.co.uk/laundryliquids