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Enamelon

This article was originally published in The Rose Sheet

Executive Summary

Expects second quarter sales from its Enamelon remineralization fluoride toothpaste to be approximately $2 mil., falling short of the company's sales plan. The Yonkers, N.Y.-based company attributed the results to reluctance among retailers to make purchases in advance of the company's full marketing efforts, which began in May with national network TV spots, FSIs and print ads. "On a positive note, there have been several retail customers experiencing `out-of- stock' and, in fact, 85% of retail customers have reordered, reflecting consumer demand" for the dentifrice, the company says...
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