Nielsen’s measurement and marketing analytics will focus on RB’s core brands and markets within Health, Hygiene and Home categories.

RB’s strategy is to drive faster growth through the use of data and analytics and this arrangement means Nielsen will support that with its technology and new measurement methodologies.

Laurent Faracci, senior vice-president global marketing & digital excellence), RB, said: "RB operates as a global organisation and Nielsen is able to help us, while investing in the markets and capabilities that are key to our future. We are especially excited about the opportunity to work with Nielsen on shaping the future of how the industry is enabled by Big Data."