A CYCLE launches the new, innovative 10X Toilet Cleaner Concentratewhich the whole team is extremely proud to have developed. Now we invite you on a behind-the-scenes journey to learn about the real challenges product developers face and the needs that bring a new product to life. It's a long journey from the birth of an innovative idea to the delivery of the finished product, as Fanni Hajdú, Head of Product Development at CYCLE , tells us.
Fanni, the last few years and the COVID situation have taught us that keeping our environment clean is extremely important. The cleaning products market has also been invaded by many people, and the shelves are no longer only stocked with the cleaning products our grandmothers used. As a product developer, what trends and needs do you see emerging from the consumer side?
National trends show that more sustainable, recycled raw materials and packaging materials are gaining ground in the household chemicals market. As a concentrate products marketed as concentrates also support this development trend, with which we can contribute to an environmentally friendly lifestyle from several aspects, and in line with this trend, Cycle concentrates were the first products manufactured in Hungary to be launched on the market in the summer of 2021. In this way, we are offering a wide range of benefits to our customers who want to live an environmentally friendly lifestyle. No lugging, 75% less plastic used for packaging, less CO2 emissions and lower transport costs. We believe that a sustainable future starts in our homes.
What challenges do these emerging new customer needs present to product developers? How difficult is it to make concentrates or all-natural cleaners?
Increasingly environment-friendly trends in recent years are pushing manufacturers to work with sustainable ingredients of natural origin. Manufacturers and suppliers of raw materials are trying to keep up the pace and offer alternatives that meet expectations. In the production of Cycle products, we are very selective in the ingredients and packaging materials we use, which also challenges us to offer our customers the same product experience as our traditional counterparts, whether it's fragrance, texture or density.
CYCLE is about to launch its new 10X foam toilet cleaner concentrate, which you led the development of. How do you see what this new product can offer users?
Last summer we launched 4 products Cycle cleaning concentrate, but we are constantly working on new products to meet all our customers' needs. The new innovative toilet cleaning concentrate foam has been developed in a format that offers a different user experience to the usual liquid cleaner. We have strived to meet the needs of our customers by offering a new product that matches the effectiveness of its market counterparts. During the product development process, we conducted a trial where our customers were able to try the product and we received a lot of positive feedback. The testers were very satisfied with the effectiveness of the product and were happy to use the foam novelty, which confirmed that we are moving in the right direction.
"Quick, easy to use and removed all dirt."
"Perfectly dissolved the dirt on the toilet rim. After 1-2 minutes of waiting, just wipe with a cloth."
"Beautifully removed stubborn dirt from the toilet that no other product could."
What is the process to go through when developing a new product and what are the difficulties? What did this process look like when developing the 10X toilet cleaner? What makes a brand confident of a product's success?
Based on market feedback, we start developing a product by assessing market needs, which can take several months to a year. Cycle cleaning products are of high quality and we do not compromise on efficiency or raw materials. This philosophy often challenges us, because we do not give in until we find the best solution that meets our own expectations and the needs of our customers. In terms of ingredients, the biggest challenge is to find plant-based, natural, non-toxic alternatives to petrochemicals.
CYCLE already has a ready-to-use toilet cleaner, what is the difference between the newly developed product and the old cleaner? Is one better than the other and which one would you recommend to whom?
The Cycle Toilet Cleaner Concentrate provides an innovative cleaning solution, while its descaling power is equal to that of the ready-to-use Cycle Toilet Cleaner. The concentrate has the efficiency, fragrance and freshness of a 50 ml concentrate, while the 50 ml size saves packaging, CO2 emissions during transport and energy. We see that the new foam formula has been enthusiastically received by our customers during our tests, so we are happy to recommend it to everyone to try and use.
"I like the foam consistency I can see better where I sprayed. It cleans nicely. It's very good that it says how to dilute. The concentrate packaging is better."
"The foam consistency is very good and it's easier to clean."
"It sticks really well, so it can work for longer."
When it comes to toilet cleaning - we're used to using strong chemicals. But how does this affect the health of our families? Can we be sure that natural cleaning products can provide the same hygiene and cleaning effect as the rather strong and effective petroleum-derived chemicals?
Cycle Toilet Cleaner Concentrate is safe to use, thanks to its non-toxic formula, unlike its petrochemical counterparts, without risk to yourself, your family or the environment. However, this does not mean that it does not meet the needs of consumers. Its effectiveness and fragrance ensure that we can achieve the same cleanliness in our homes, and it is affordable because we believe that sustainability and health should be within everyone's reach.
What are your plans for the future? In what direction would you like to develop the product range?
At the moment, product development is on the design side, and the look of the products is changing. In the future, the labels on the products will be in 3 languages. This is necessary to make Cycle 's products available and promote them in European markets.
