Procter & Gamble has agreed the €320m (£289m) acquisition of air freshener Ambi Pur from the Sara Lee Company.

The deal comes after Sara Lee earlier this year sold its personal care division – including the Radox and Brylcreem brands – to Unilever for almost £1.2bn.

“The acquisition of Ambi Pur strengthens P&G’s global leadership in Home Care and specifically Air Care by extending our reach to serve more consumers in more parts of the world more completely,” said P&G home care president David Taylor said the deal would strengthen the group’s presence in the

“Ambi Pur also brings high-performance products and new technologies to our current air care portfolio, including car air fresheners, battery-powered air fresheners, toilet rim blocks and various non-energized air fresheners.”

“The Ambi Pur brand has a rich history in innovation and is enjoyed by millions of consumers,” said Sara Lee’s Vincent Janssen. “This offer... validates the tremendous potential of this innovative air care leader.”

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Sara Lee personal care kicks off Unilever return to acquisitions (3 October 2009)