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This article was originally published in The Tan Sheet

Executive Summary

Dentifrice line from Den Mat expands with Extra Whitening Fluoride toothpaste in six formulations: original, natural, mint, baking soda, sensitive and canker sore. The new version contains "maximum Citroxain," the company's patented whitening ingredient, to "safely whiten teeth beyond stain removal." The product joins recent toothpaste and mouthwash extensions, introduced in May, along with plans for a $10 mil. ad spend (1"The Tan Sheet" May 1, p. 10)

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