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New Products In Brief

This article was originally published in The Tan Sheet

Executive Summary

Listerine anticavity: New Listerine Tooth Defense contains fluoride to "strengthen tooth enamel and protect against caries," McNeil announces. The mouthwash helps decrease caries at the root surface and enamel crown, inhibits the demineralization of enamel and enhances mineralization, McNeil claims. Available in Mint-Shield flavor, the product will carry suggested retail prices of $3.29 to $5.89. Although Tooth Defense kills germs that cause oral malodor, it is "not intended to help prevent or reduce plaque and gingivitis," the company notes. Johnson & Johnson picked up the brand after it closed its Pfizer Consumer Healthcare acquisition in December for $16.6 bil. in cash (1"The Tan Sheet" Jan. 1, 2007, In Brief). J&J divested its ACT fluoride mouth rinse to Chattem Jan. 2 in conjunction with the Pfizer acquisition (2"The Tan Sheet" Feb. 19, 2007, p. 10)...

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