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Enamelon

This article was originally published in The Rose Sheet

Executive Summary

Planning to begin national shipments of Enamelon Whitening anticavity fluoride toothpaste to food, drug and mass merchandisers in the second quarter. The product is said to offer a "unique" formula that not only whitens but also strengthens teeth. Calcium whiteners "gently remove stains and whiten teeth, while the patented Liquid Calcium formula with fluoride penetrates to strengthen tooth enamel and helps prevent tooth decay, the firm said. The product will join the Enamelon "all family" toothpaste, introduced in early 1998. Enamelon said its new sales team will play an important role in the launch. The company recently hired VP-Sales Louis Machin and three regional sales directors
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