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This article was originally published in The Tan Sheet

Executive Summary

CCA INDUSTRIES BAKING SODA/PEROXIDE/FLUORIDE TOOTHPASTE is the first to "effectively combine the three ingredients in a prescribed, formulated combination in a stable paste form," the East Rutherford, N.J. H&BA manufacturer and distributor said. The ingredients are offered in a "traditional toothpaste package in lieu of mixing them by hand or utilizing separate tubes or cumbersome pumps that dispense these active ingredients separately," the firm noted. The toothpaste contains 3% peroxide and about 40% baking soda. CCA Industries is manufacturing and selling the toothpaste under a worldwide licensing agreement with a New York-based dentist, Norman Gordon. The brand name has not yet been disclosed. CCA Industries markets toothpaste, tooth whiteners and oral health care products under the Plus White name. The company plans to introduce the toothpaste in the fall with television ads appearing on local networks. Other toothpastes containing peroxide, baking soda and fluoride include Chesebrough-Pond's Mentadent and Zila's PeriGel. Mentadent uses a two-chamber pump with baking soda paste on one side and hydrogen peroxide gel on the other. PeriGel consists of two tubes of the ingredients that are mixed on the toothbrush. CCA Industries' other products include the Sudden Change skin treatment line and Nutra Nail treatments. The brands are available in about 20,000 mass market doors.

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