Church & Dwight Arm & Hammer Dental Care gum entering national distribution.

CHURCH & DWIGHT ARM & HAMMER DENTAL CARE GUM ROLLING OUT for national distribution beginning the week of Feb. 16. The baking soda gum has already begun to reach Wal-Mart stores across the country. The therapeutically positioned product was test marketed in Massachusetts, California, Iowa and Texas from late 1996 through the third quarter of 1997 ("The Rose Sheet" April 14, 1997, p. 8).

Designed to be used every day in addition to brushing, the gum is presented as a line extension to Arm & Hammer Dental Care baking soda toothpastes and has been stocked in the toothpaste aisle of stores. Labeling suggests that chewing two pieces daily after eating will reduce plaque. In addition to baking soda, the product contains xylitol and calcium carbonate.

The Arm & Hammer gum is blister-packed to reinforce its therapeutic image and will be premium-priced relative to other gums. A 12-piece "trial" size will carry a suggested retail price of $1.49 and a 36-piece package will be priced at a suggested $2.99. The white, rectangular-shaped gum will be available in three flavors: Peppermint, Spearmint and Cinnamint.

Advertising for the gum will begin in the spring and primarily consist of TV spots. The company also is planning limited print spots. The campaign, which is being developed in-house, will "leverage" the link between the toothpaste and gum, focus on opening the new category for gum and establish the functional benefits of baking soda, Church & Dwight said. In addition to consumer advertising, Church & Dwight will target health professionals with information and samples.