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Revive acquires Natural Dentist

This article was originally published in The Tan Sheet

Executive Summary

Revive Personal Products Co. looks to invest "heavily" in promoting The Natural Dentist products to dental professionals with the closing its acquisition of the natural-positioned oral-care brand. Medford, Mass.-based Natural Dentist's line consists of four toothpastes - Original, Healthy Teeth & Gums Whitening Plus, Fluoride Free and Sparkle Berry Blast for Kids - and six rinses, including Antigingivitis, Antiseptic, Healthy Gums, Pre-Brush Whitening, Healthy Teeth Anticavity Fluoride and Cavity Zapper Fluoride. The products contain natural peppermint and sage oils to prevent and reduce plaque, antiseptic ingredients such as menthol and xylitol and silica to whiten teeth. The brand is sold in natural food and drugstore chains including Harris Teeter, Whole Foods, CVS and Rite Aid. Madison, N.J.-based Revive's existing oral-care portfolio includes Stim-U-Dent Plaque Removers and Fresh 'n Brite Denture Cleaning Paste. Revive declined to give financial details on the deal but noted Natural Dentist founder Bill Stern will join the firm

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