OxiClean Baby, which has been specially formulated for use on baby stains, contains no fragrance, dye or chlorine.
The US company is planning an integrated promotional campaign early next year to support the launch. Activity will include press advertising, a major sampling campaign targeting parents and money-off vouchers.
The range will be available in powder and trigger-spray variants. It will be priced £3.49 for a 450g pack and £2.99 for the spray bottle.
Distribution and promotion of the baby range is part of a co-marketing agreement sealed in September with UK cleaning company Acdoco.
Orange Glo relaunched its OxiClean brand in October and is supporting the overhaul with an integrated campaign. Activity includes a partnership with GMTV that positions OxiClean as the cleaning expert.
The brand sponsors GMTV's daily one-minute 'Keep it clean' slot, as well as a number of online competitions.
OxiClean was launched in the UK in 2002 and is now the country's second-biggest stain remover brand behind Vanish, according to IRI, which estimates that the laundry stain remover market is experiencing year-on-year growth of 17%.
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