Binaca Marketer Enters Natural Oral Care With Dr. Ken's Buy
This article was originally published in The Tan Sheet
Dr. Fresh looks to expand its newly acquired Dr. Ken's natural oral-care brand into the mass market and also hitch its own existing products to its new brand to enter the naturals channel
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Dr. Fresh acquires oral-care brands Binaca, Tek and Dentax from Ascendia Brands, the oral- and personal-care maker announces Nov. 3. The Oct. 14 transaction expands Dr. Fresh's reach into the breath spray and mouthwash categories. Buena Park, Calif.-based Dr. Fresh will immediately begin marketing and distributing entire Bianca and Tek portfolios while developing new programs for Dentax, the firm says. Terms of the deal were not disclosed. "Binaca will accelerate our expansion into the breath care segment on the heels of our recent launch of Dentyne breath sprays, while also providing exceptional value both to consumers and to retailers. Tek brand will diversify our offerings and increase our market share," says Daniel Enriquez, VP-sales and marketing for Dr. Fresh
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National Advertising Review Board says P&G’s #1” claim in a shield-shaped logo on Oral-B Precision Clean Interdental Picks package fronts “is adequately connected to the explanatory information," which states “from the makers of the #1 dentist recommended floss brand.”