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BreathAsure Dental Gum

This article was originally published in The Tan Sheet

Executive Summary

New bubble gum flavor, targeted to children, will begin shipping to food, drug and mass merchandisers Aug. 1. BreathAsure originally shipped the gum in January in peppermint and spearmint flavors ("The Tan Sheet" Feb. 15, p. 13). New ads for the line already have broken in trade publications; consumer ads, created by the Santa Monica, Calif.-based M1 Agency, are set to debut in late August. One ad includes the statement: "Perfect for that tiny fraction of Americans who don't brush and floss three times a day." The technology for the gum is provided through a licensing agreement with Phoenix, Ariz.-based GumTech

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