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Colgate Bids To Expand U.S. Toothpaste Lineup Through FDA Rulemaking

This article was originally published in The Tan Sheet

Executive Summary

Colgate seeks regulatory approval for a version of its Colgate Sensitive Multi-Protection toothpaste in a formulation it already markets internationally. The request made in a citizen petition comes after Colgate’s plan to expand its U.S. toothpaste business failed when FDA did not give approval for Sensitive Pro-Relief.

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“The benefit of this incremental cavity protection … is something that we will build upon,” says CMO Nigel Burton. The firm seeks to build the Colgate Maximum Cavity Protection brand in emerging markets, where consumers struggle with cavities due to a lack of fluoride in water.

Colgate Stakes Oral Care Platform On “Incremental Cavity Protection”

“The benefit of this incremental cavity protection … is something that we will build upon,” says CMO Nigel Burton. The firm seeks to build the Colgate Maximum Cavity Protection brand in emerging markets, where consumers struggle with cavities due to a lack of fluoride in water.

Colgate Stakes Oral Care Platform On “Incremental Cavity Protection”

“The benefit of this incremental cavity protection … is something that we will build upon,” says CMO Nigel Burton. The firm seeks to build the Colgate Maximum Cavity Protection brand in emerging markets, where consumers struggle with cavities due to a lack of fluoride in water.

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