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Blue in the mouth

This article was originally published in The Tan Sheet

Executive Summary

McNeil re-launches its pre-brush mouth rinse Listerine Agent Cool Blue designed to help children pay more attention to brushing their teeth by temporarily tinting their teeth blue, the Morris Plains, N.J.-based division of Johnson & Johnson announces Sept. 29. The alcohol-free formula is for 6- to 12-year-olds and features an "enhanced preservative system" that includes potassium sorbate and cetylpyridinium chloride, a spokeswoman said. The re-launch comes after the product was recalled in April 2007 because "the preservative system was not adequate," J&J says (1"The Tan Sheet" April 16, 2007, In Brief). The new formula has "undergone rigorous quality standards" within FDA guidelines and meets "the highest safety standards," the spokeswoman added

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