The U.S. licensing agency will extend the water filtration brand into a variety of new product categories.

NORTH AMERICA–The water filtration brand PUR, a division of Helen of Troy, has appointed Brandgenuity to serve as its licensing agency in North America.

The agency will now work to extend the brand, as well as leverage its reputation for quality, into new product categories that focus on ways to deliver safer drinkable water.

“PUR is a brand that is helping to provide cleaner water for everyone,” says Deb Mudway, marketing vice president, health and home, Helen of Troy. “It’s hard to go a day without hearing about water quality issues in the news. At PUR, we are dedicated to providing people with a variety of solutions for cleaner water. We are delighted to be working with Brandgenuity to explore new products and services that deliver on our promise.”

PUR is a water filtration brand that is committed to making high-quality, certified products that help reduce contaminants. The company also has a strong focus on educating consumers about the quality of their water and is responsible for the website KnowYourWater.com, which takes users on an interactive journey of their water quality from source to tap.

In addition, PUR currently collaborates with the Whirlpool Corporation for refrigerator filtration.

“PUR is a category leader and a brand that consumers really trust, which is why we are confident that it can be extended into other product categories,” says Jay Asher, partner, Brandgenuity.  “We are honored that PUR has selected us to extend its brand, solve real problems and spread the word on the importance of filtration and providing cleaner water for everyone.”