Transforming a Category Leader: How Oven Pride is Expanding Beyond the Oven

Oven Pride, the UK's number one oven cleaner, is entering an exciting new phase of growth with a refreshed brand identity, an expanded product range and its first TV campaign in over a decade.

Working alongside McBride, Quince has supported the launch of Oven Pride's next chapter as the brand evolves from a trusted oven cleaning specialist into a broader kitchen cleaning solution.

The relaunch includes a modernised look for the iconic Oven Pride Deep Cleaner, retaining its distinctive orange heritage while creating a more contemporary shelf presence. Alongside the redesign, the brand has expanded its offering with new products designed to support everyday kitchen cleaning, including Kitchen Pride Spray, Fridge Pride Spray and Hob Pride Spray.

The expansion allows Oven Pride to move beyond a single cleaning occasion and become a more relevant part of consumers' everyday kitchen care routines.

The launch forms part of McBride's wider strategy to invest in and grow its owned brands through stronger positioning, innovation and increased consumer engagement.

To support the rollout, Quince is delivering an integrated campaign spanning trade and consumer PR, social media, digital content, influencer outreach and live events. Activity will also support Oven Pride's first TV advertising campaign in more than ten years, helping drive awareness of the expanded range and reinforce the brand's position within the household cleaning category.

With a refreshed identity, broader product portfolio and significant marketing investment behind it, Oven Pride is well positioned to accelerate growth and strengthen its presence both in and beyond the oven cleaning aisle.

We're excited to continue supporting the brand as it enters this new phase and look forward to bringing even more innovation and activity to market in the months ahead.