A range of allergen-reduced air fresheners for the home is being launched by Sara Lee next month, backed by a £6m package, including £1.6m in-store activity.

Puresse, a sub-range of Ambi Pur, is the first allergen-reduced air freshener for the home, the company claims. The newcomer has been created without 26 known skin allergens found in other spray air fresheners. It will be available in Air, Bamboo, Lotus and Cotton.

Ambi Pur Puresse will be available in plug, aerosol, click spray and instant-matic format, and will be priced at a slight premium to the core Ambi Pur range — from £1.99 for the aerosol to £4.99 for a plug-in starter.

The new product reflected increasing consumer concern about health and wellbing, said Amanda Jacobs, Sara Lee senior trade marketing executive.

Puresse arrives in Sainsbury's on 15 August, in Tesco on 22 August, and then Asda, Morrisons and Wilkinson. TV ads will run from the end of September through October.