Procter and Gamble has completed the sale of its PUR water purification products business to consumer products company Helen of Troy.

The divesture of the business unit, which generates sales of around $110 million (71 million pounds) annually, was finalised on December 30th 2011 and will cover a wide range of high-quality water filtration products.

PUR is responsible for the sale of tap mount devices, pitcher systems and refrigerator filters, which will now be sold via Helen of Troy's healthcare/home environment division.

Gerald Rubin, chairman, chief executive officer and president of Helen of Troy, said: "PUR adds an important brand to our strong portfolio of well-recognised and widely-trusted brands ... and is in line with our overall corporate strategy of adding businesses with value-added consumables."

The sale will not affect the Children's Safe Drinking Water corporate philanthropy programme, responsibility of which will remain with Procter and Gamble.

It comes after the scheme provided its four billionth litre of clean drinking water last month, following efforts by the company to aid victims of the Thailand flooding.