Reckitt Benckiser is hoping to bring category-growing innovation to aircare with a freshener that ‘breathes in’ odours and ‘breathes out’ fragranced air.

Rolling out next month, Air Wick Filter & Fresh draws in air using a fan in its base, passes it through a filter to capture odours and mixes the air with a fragrance before dispersing it.

RB is hoping Filter & Fresh will replicate the success of its automated products such as the Freshmatic freshener. Airwick auto sprays were now worth £37m, it said.

Filter & Fresh is sold in starter packs (rsp: £15.99) containing a fragrance and filter refill, and refill packs (rsp: £4.99). The launch is backed by a £4.5m push including TV.