Two years ago, rival Unilever extended its Sunlight soap brand product to detergent. A move which PZCussons may not have countered at the time by doing a similar extension of one of its several laundry soap brand products. But since then, PZCussons has gradually grown the Canoe brand by several re-formulations to deepen its appeal to consumers , which set the stage for the recent extension to detergent. In June,2010,it introduced the new Canoe wrapped laundry soap range which comes in three variants – Canoe Extra Care, Canoe Active Fresh and Canoe Ankara.

The new Canoe detergent is priced at comparable levels with longstanding detergent brands both from PZCussons and leading rivals-- Elephant(PZ),Omo, Sunlight (Unilever) Ariel and Bonux(P&G).Leveraging on Canoe also helps PZCussons put a second brand product in the detergent market as archrival--Unilever and P&G.