Procter & Gamble adds a new brand to its existing portfolio

Procter & Gamble is still going on with it strategic acquisitions in order to strengthen key areas of the business. In this regards, Procter & Gamble has agreed to buy the global air-care brand Ambi Pur for $470m from Sara Lee Corporation.

This acquisition of Ambi Pur strengthens P&G's global leadership in home care and specifically air care by extending the reach into new markets and strength the it's position in existing ones.

Ambi Pur which is a market leader in the Air-Care products in a lot of European countries will bring new innovative products to the existing Air Care portfolio of P&G. These technologies include car air fresheners, battery-powered air fresheners, toilet rim blocks and various non-energized air fresheners. P&G will now be able to leverage these additional technologies into it's existing brands in order to innovate and reinvigorate it's current brands.

Ambi Pur generated annual sales of approximately €260 million in the year ending June 2009.