Removed from the shelves in 2012, the famous Bonux laundry will make its comeback in supermarkets, reports this Monday Le Figaro. The brand was bought a year ago by the French SME Héritage, which wants to relaunch striking products for consumers. The laundry and its essential gifts for children will therefore be offered to customers again in some stores.


The famous Bonux laundry is back after 10 years of absence. A very popular laundry with children for the gifts that could be found in its packages. Clothespins, strainers, plastic cars... Meet Francis who has kept everything! pic.twitter.com/3S3qU2pGct

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But to stick to the new demands of consumers, Bonux will be redesigned. Packs of powdered detergent will be kept, and Heritage will also launch liquid laundry detergent and pods. "In our product compositions, the ingredients are healthier and more responsible," Richard Lerosey, one of the founders of Héritage, told the national daily.

Toys "Made in France"

Exit also plastic toys, such as phosphorescent fireflies or multicolored "P'tit Kiki". This time, the gifts hidden in Bonux packaging will be more eco-responsible. We will therefore find bags of seeds to sow or mini-platform games. All "Made in France".

Bonux was created in 1958 by the American group Procter & Gamble before falling into oblivion in the 2010s. The German Dalli had bought the brand and then sold it to Heritage in 2022, recalls Francetvinfo. An E. Leclerc store in Moisselles, Val-d'Oise, has already put laundry back on the shelves. It must be followed by other supermarkets in France: the SME has already signed an agreement with Intermarché, E. Leclerc, Casino, Monoprix and Cora.



Nostalgia for 40 and over

Heritage surfs on the nostalgia of 40 years and more for many missing items. According to a survey conducted by the company, 90% of respondents in these generations support Bonux. Just like other brands relaunched in recent years: Merveilles du Monde chocolates, Minidou products or Tann's school bags.

  • Economy
  • Consumption
  • Supermarket
  • Leclerc