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Mentadent Replenishing White

This article was originally published in The Tan Sheet

Executive Summary

Church & Dwight's extension to the Mentadent line offers Liquid Calcium technology to fill in surface crevices in enamel and make a "smooth, protective shield to guard against future stains," the firm says June 21. The product separates calcium and phosphate, "the natural building blocks of tooth enamel," in its patented pump, C&D adds. Available in "peppermint fusion" flavor, the product is available in food, drug and mass retailers for $3.49. The launch is being supported with print and TV ads running through the end of 2005, C&D states. The firm announced its intention to launch the product and revitalize the Mentadent brand in February (1"The Tan Sheet" Feb. 14, 2005, p. 14)...
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