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This article was originally published in The Rose Sheet

Executive Summary

Dentifrice line from Den Mat expanded with Extra Whitening Fluoride toothpaste in six formulations: Original, Natural, Mint, Baking Soda, Sensitive and Canker Sore. The new version contains "maximum Citroxain," the company's patented whitening ingredient, to "safely whiten teeth beyond stain removal." The product joins recent toothpaste and mouthwash extensions introduced in May and is backed by a $10 mil. ad spend (1"The Rose Sheet" May 1, p. 8)

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