Business
Premium Guard Inc. Announces Licensing Partnership with Procter & Gamble to Launch Febreze™ Cabin Air Filters
Premium Guard Inc. (PGI), a leading manufacturer and supplier of high-quality automotive filtration products, announced a new licensing agreement with Procter & Gamble (P&G) to develop, distribute and sell Febreze™ Cabin Air Filters powered by PUREFLOW® Air Filtration Technology — bringing to market the trusted brand equity of Febreze with PUREFLOW®'s proven performance to redefine vehicle interior air quality (ViAQ™).
About this update from Procter & Gamble Company (the)
[{"type":"text","content":"MEMPHIS, Tenn., Dec. 9, 2025 /PRNewswire/ -- Premium Guard Inc. (PGI), a leading manufacturer and supplier of high-quality automotive filtration products, announced a new licensing agreement with Procter & Gamble (P&G) to develop, distribute and sell Febreze™ Cabin Air Filters powered by PUREFLOW® Air Filtration Technology — bringing to market the trusted brand equity of Febreze with PUREFLOW®'s proven performance to redefine vehicle interior air quality (ViAQ™).","length":494,"tagName":"p"},{"type":"image","alt":"Premium Guard Inc. logo (PRNewsfoto/Premium Guard Inc.)","displaySize":"","headline":null,"caption":"Premium Guard Inc. logo (PRNewsfoto/Premium Guard Inc.)","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":147,"url":"https://media.zenfs.com/en/prnewswire.com/db2826bfb95bb34b45360b539ac43c5d"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/2QYwvxQ9NfMeFujbSsJp0g--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTI1OTtjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/db2826bfb95bb34b45360b539ac43c5d","width":400,"height":147}},"href":"https://mma.prnewswire.com/media/2658398/Premium_Guard_Inc_logo_Logo.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"The new line is built on PUREFLOW®'s advanced multi-layer filtration technology, combining high-efficiency particulate filtration with advanced activated charcoal and odor-neutralizing compounds to deliver superior odor elimination, optimal airflow and lasting freshness. Each filter is engineered to capture dust, pollen, exhaust gases, and other airborne contaminants while neutralizing odors.","length":424,"tagName":"p"},{"type":"text","content":""We're proud to partner with P&G to bring the power of Febreze into the automotive space through Premium Guard's advanced PUREFLOW® filtration technology," said Anan Bishara, Founder and CEO of Premium Guard Inc. (PGI). "Cabin air filters remain one of the most underrecognized categories in automotive maintenance — despite more than 230 million vehicles in the U.S. being equipped with them, annual replacement volumes are only around 60 million units. That represents a major opportunity for growth. By combining PGI's commitment to quality and innovation with the trusted freshness and brand recognitio...