Daily Fail Says
Looks interesting enough one supposes:
http://www.dailymail.co.uk/news/article-4634564/Could-crystals-hold-key-whiter-whites.html
Thing is P&G, Henkel, Unilever, et al all are facing the same issues; the laundry detergent market is mature and quite saturated. Worse consumers are finding out they don't need to spend on top shelf brand names when many others products will do the job just as well for less.
Of course we've seen this before, and anyone who has studied marketing and sales knows the drill.
Mature products like toothpaste, toilet tissue, washing powder, and a host of other things have pretty much reached the state of the art when it comes to innovation. That is they all pretty much do what they are supposed more or less, though some do it better than others. Enter this or that "new" feature that is supposed to make one product stand above the others.
It is amazing to one that there are shelves upon shelves of say toothpaste on shop shelves. They all do basically same thing and leaving aside taste and some other personal preferences there isn't that much difference between. Yet some cost $$$, others, $$ and still more just $.
Same thing with laundry detergents. When consumer testing groups in all countries round them up it is surprising that often the so called "bargain brands" do a respectable enough to quite good job.
In the past decade or so we've had tablets, ultra concentrated, mega perls, concentrated liquids, gels, various pods, packs or whatever; now we've got detergent that looks like bits of candy.
As for Unilever's claim there new product uses less chemicals that is hard to credit. That little list from link above made the Doomsday book look like a raffle ticket.