P&G is cutting through the dirt with a new dishwashing innovation with cleaning power so strong, it may as well be comparable to sprinkling in some fairy dust.

Bart van de Putte, R&D product research senior scientist, hand dishwashing Europe, divulges the secrets behind Fairy Power Max’s “brilliant cleaning performance” in cooler water temperatures.

“Our new product innovations, such as Fairy Max Power, always begin with what consumers need,” said van de Putte. “Through our most recent tests, we’ve learned that more and more consumers are interested in washing dishes at cooler temperatures. And in our lab is where the magic happens – we evaluate more than 5,000 formulations every year to select the best active ingredients for our new product. With Fairy Max Power, you spend less effort scrubbing and clean faster without any need of hot water.”

‘Brilliant Cleaning Results’

Per Katrien Hellings, R&D product research scientist automatic dishwashing Europe, ecocycles on average use the same amount of energy than a short cycle, which are up to six times faster.

Four factors play a role in a dishwashing machine’s performance – time, temperature, mechanics and the cleaning ingredient. It’s more difficult in short cycles to remove tough greasy food soils when time and temperature are reduced.

Fairy Platinum Plus uses enzymes and surfactants designed to deliver “brilliant cleaning” results in less than an hour, per the company. Fairy Platinum Plus tackles baked-on white sauce to tough, greasy food soils with ease leaves dishes “sparkling clean,” per the company.

Check out a video of the product here.