Dow Microbial Control is to push its odour protection products to consumers through a new global branding programme.

The company, a business unit of The Dow Chemical Company, says its Intellifresh label will be prominently featured by manufacturers in a variety of categories including socks, T-shirts, underwear, sports and fitness apparel, athletic gear and some footwear.

The co-marketing programme will signal to hygiene-conscious consumers that the products they purchase feature built-in odour protection and longer lasting freshness.

Initial products featuring the Intellifresh label will be treated with Dow's patented Silvadur technology which inhibits the growth and minimises the presence of unwanted odour-causing and nuisance bacteria that are prominent on consumer goods, enabling them to stay fresher longer.

"The growing desire of consumers for solutions to control odours has become an increasingly important trend in the marketplace and has changed their priorities when they purchase products," says Karel Williams, global strategic marketing associate director and brand manager for Dow Microbial Control. "The Intellifresh label will give consumers peace of mind that the products they are buying support their attitudes, expectations and perceptions about hygiene and fit the lifestyles they are striving to achieve."

Intellifresh is available to select manufacturers and retailers of consumer goods who collaborate with Dow through a licensing and quality assurance programme.