Sara Lee extends Ambi Pur plug-in air freshener brand

Sara Lee has extended its “air care” offering with the launch of a combined odour neutralizer and fragrance plug-in air freshener device under its Ambi Pur brand.

The innovation follows the roll-out of its 3volution plug-in device, backed by a £7m campaign in April last year. The company claims the new 3in1 Odor Neutralizer, which forms part of the 3volution range, is the first product to offer both an odour neutraliser and fragrance spray in one device.

The product will be available in all major supermarkets and independent retailers from the end of January, and come in two variants, Spring Gardens and Spring Flowers. The new seasonal fragrances will also be available across its range of standard electrical perfume plug-ins, rim blocks and scented candle products.

The product is designed to neutralise odours in the home while delivering three different fragrances regulated by an electric timer for continual refreshment.

The company plans to promote its latest product innovation with a series of magazine advertorials, competitions and activity around the Fragrance Challenge Roadshow encompassing 18 town centres across the UK from late January to May.

Ambi Pur has also signed up as the official fragrance sponsor for the Spring Ideal Home Show, which runs from March 9 to April 1, where the product will be showcased.

The 3volution range has been positioned as a “premium” offering in the UK’s air freshener market which has experienced rapid growth over the past 12 months driven largely by a strong performance in the electrical sector.