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American Merfluan

This article was originally published in The Tan Sheet

Executive Summary

Firm's EcoDent unsweetened, "natural" baking soda toothpowder becomes available in a refillable system of either individualized "Eco-Paks," which are three-ounce milk carton refills, or through refills from a retailer-owned bulk dispenser for the powder. Labeling touts the toothpowder as "ecological" and "economical," noting that a three-ounce bottle provides a four-month supply. Average wholesale price is $ 4.07 for an EcoDent bottle and $ 3.47 for an Eco-Pak. The toothpowder is available in "original" and cinnamon mint flavors. Redwood City, Calif.-based American Merfluan is seeking a strategic partner to help finance the production of a second generation of bulk dispensers. American Merfluan, which targets both the ethical and health food store markets, launched EcoDent in the U.S. in 1986.
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