Skip The Soak

Fairy Power Spray, also known as Fairy Skip The Soak, aims to simplify dish cleaning by reducing the need for soaking, helping consumers tackle stubborn grease and grime more efficiently.

In our first post of this innovation series, we shared the relaunch of Pepto-Bismol, the familiar pink product that many UK shoppers will have seen in stores earlier this year. Today, we’re focusing on another innovation designed to make everyday life easier: Fairy Power Spray, or Fairy Skip The Soak. We spoke with Youjun Li, Senior Brand Manager for Skip The Soak, to learn how the product came to life and how it’s helping people tackle stubborn grease and grime more efficiently.

The Problem with Soaking Dishes

How many times have you left a greasy pan to soak, only to find it still sitting there hours later? You’re not alone - over 80% of consumers¹ report that they soak dishes to tackle stubborn grease and grime. However, soaking takes time and can linger in the back of your mind. As Youjun explains:

“The main tension with soaking is that it can leave you feeling as though the job isn’t quite done. For example, in our research we learned that parents might find themselves preoccupied with the thought of washing up while trying to enjoy dinner with their kids.”

Introducing Skip The Soak

Skip The Soak was created to help eliminate that pause. It’s a concentrated formula designed to provide the results of an overnight soak in just minutes. Just spray it on greasy pots and pans - even those tough bacon trays - and the task becomes quicker and simpler.

Key Features:

• Speed: Achieve soaking results in minutes.
• Versatility: Effective for a range of cooking equipment.
• Ease of Use: Spray it on, let it sit for a few minutes, then rinse or load directly into the dishwasher.

Making Waves in the Market

Launched in January 2025, Skip The Soak has driven five percent category value growth, and has already found a place in 8% of UK households². Much of its early success came from consumers themselves, particularly on platforms like TikTok, where users shared creative ways to use it, demonstrating its effectiveness.

Consumer Insights:

• A significant proportion of consumers purchase Skip The Soak alongside their regular washing-up liquid, indicating that it’s a complementary addition to their routine.

Ready to Skip the Soak?

Skip The Soak is now available in all major UK supermarkets, ready to make dish care faster and simpler.

We look forward to sharing more stories of innovation in the coming weeks. For now, consider rethinking how you care for your dishes!

Key Takeaways

• Fairy Skip The Soak helps reduce the need for soaking dishes.
• Fairy Skip The Soak offers a quick and versatile cleaning solution.
• Launched in January 2025, Fairy Skip The Soak has driven five percent category value growth³.

FAQs

Q: What is Fairy Skip The Soak?
A: Fairy’s Power Spray, or Skip The Soak, is a concentrated formula designed to tackle stubborn grease without the need for soaking.

Q: How do I use Fairy Skip The Soak?
A: Spray it on greasy items, let it sit for a few minutes, then rinse off or load directly into the dishwasher.

Q: Where can I buy Fairy Skip The Soak?
A: It’s available in all major UK supermarkets and online retailers.