US consumer demand leads to more fragrant Byotrol variant

Specialist anti-microbial technology company Byotrol has completed the product registration process in the United States for two new, improved versions of its 24-hour germ-kill surface sanitiser, 'Byotrol24’, it announced on Thursday.

The AIM-traded firm said the new variants included proprietary, newly-developed long-lasting fragrances, to give a strong sensory cue to consumers that the product was continuing to work for 24 hours.

It said that with the approvals in place, it was now able to supply the new variants to its US retail partner, discount department store chain Target, which would be putting them on shelves in 207 stores - up from 156 - beginning in April.

Additional fragrance versions of Byotrol24 were currently under development, and were reportedly likely to lead to a further-broadened product range, including a re-positioned un-fragranced version, from October.

“We have learnt a lot about US consumer requirements for products of this type and are now tailoring Byotrol24 based on those learnings,” said Byotrol chief executive David Traynor.

“This includes working closely with specialist US fragrance houses that are highly-attuned to US consumer tastes.”

Traynor said the company was “very encouraged” that Target was now putting Byotrol products into many more of its stores, adding that the firm was now also talking to other potential US retailers.

“The US opportunity remains substantial and we continue to make very good progress, but we will remain cautious on spending until we have material revenue traction.”