Shoof unveils Sea Breeze dishwashing liquid variant
The new product is positioned for routine household use, helping users tackle grease and food residue that accumulates during daily meal preparation and dining.
IRAQ – Shoof, a leading detergent company in Iraq, has expanded its dish-care portfolio by launching a new Sea Breeze formula, adding a fresh variant to its range of household cleaning products.
The product is designed to support everyday dishwashing by helping remove grease and food residue from plates, cups, utensils and other kitchenware.
The Sea Breeze formula combines cleaning performance with a refreshing scent, leaving dishes feeling clean and fresh after washing.
Its launch gives consumers another option within Shoof’s dishwashing range, complementing existing variants such as Lemon, Spring Brust, Coal and Mint, and other formulations listed in the company’s product portfolio.
The Sea Breeze launch builds on Shoof’s existing dishwashing range, which includes Shoof Plus 1000g variants in Spring Brust, Coal and Mint, and Lemon, as well as larger 3750g dishwashing liquids in Spring Flowers, Lemon, Mint, Orange and Rose.
The launch comes at a time when the Iraq’s dishwashing liquid market is valued at several hundred million USD in 2026, growing at around 10–11% annually, driven by urbanisation, rising disposable incomes, and a shift toward premium, skin‑friendly products.
Hand dishwashing liquids dominate, but automatic dishwashing solutions are slowly gaining traction in urban households, reflecting shifts in consumer behaviour.
The growth is mainly driven by urbanisation, rising disposable incomes, and a growing preference for premium, skin‑friendly formulations.
In parallel, Shoof has entered into laundry and fabric care with the introduction of a new 2-in-1 liquid laundry detergent.
According to the company, the product is powered by German Technology and our Patented Anti-Malodor Technology.
Founded in 2009 by Mr. Fakhri Karim Khan and his team, Shoof describes itself as a leading detergent company in Iraq, with a focus on creativity, innovation, quality and customer satisfaction.
Shoof’s product portfolio is organised into four main categories: handwashing, dishwashing, tissue and cleaning.
The handwashing category includes liquid handwash products in fragrances such as Elegant Flower, Gardenia Flower and Oriental Oud.
The company’s tissue category includes facial tissue products, including packs containing 600 sheets.
Shoof’s cleaning category covers household-cleaning products such as glass cleaners in Yellow, Pink and Blue variants, Toilet Cleaner 750g, and bleach in Normal and Perfume versions, including 1,000g and 4,000g sizes.
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