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Enamelon

This article was originally published in The Tan Sheet

Executive Summary

Third quarter sales total $4.9 mil. and are approximately $9 mil. through nine months. According to A.C. Nielsen scanner data results over a four-week period ending Oct. 3, market share for Enamelon toothpaste was 2.7% in drug stores and 1.4% in food stores. In the New York metropolitan area, where the company is based, the market share was 5.5%. The company also has completed a distribution agreement with London, Ontario-based Morley Sales, with the dentrifice expected to reach shelves in Canada by the end of February. An ad campaign and coupon drop will accompany the new release. The anticavity fluoride toothpaste, launched in the U.S. at the beginning of 1998, utilizes Enamelon's proprietary remineralization technology ("The Tan Sheet" Jan. 20, p. 7)
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