Bizarre Headline

The BBC's coverage of the conflict involving Palestinian terrorists in Gaza and Israel has resulted in this lexical gymnastic:

What's with the word 'fresh'?

And is 'air' being employed as an adjective or noun in this particular sentence?

It reminds me of Israellycool's arsenal of Zionist Death products.

Perhaps this is the introduction of the Zionist Death Air Freshener^TM?