Forecourt promotions company DSL Group has joined forces with confectionary giant Millions to launch a new range of branded air fresheners.

Nottingham-based DSL Group has launched Scentsation, a new brand specialising in creating scented air fresheners for the car and home.

The initial collection comprises gel and 3D air fresheners based on the best-selling flavours of Millions – the popular tiny, chewy sweets.

Strawberry, raspberry, apple and bubble gum scents are available at launch, with an expansion of the range planned.

The firm is also in negotiation with other organisations and will be launching new licensed products of several well-known brands in due course.

Karanbir Landa, who is heading up Scentsation at DSL, said: “Branded scented air fresheners are definitely on-trend at the moment, so we’re delighted to be working with Millions to introduce our new Scentsation products into the marketplace.

“We have a national network of outlets stocking our products and promotions, so this new range will be available across the UK.

“With more than 30 years’ experience in the retail promotions sector, we understand consumer buying behaviour and have used this expertise to fine-tune our approach to sourcing and supplying premium quality products at very competitive prices.

“We also work with a host of organisations to obtain licenses for branded product lines and hope to extend Scentsation beyond Millions in the near future.”