Dr. Fresh buys breath spray brands
This article was originally published in The Rose Sheet
Oral-care brands Binaca, Tek and Dentax are acquired by Dr. Fresh from Ascendia Brands, the oral- and personal-care maker announces Nov. 3. The transaction, which took place Oct. 14, expands Dr. Fresh's reach into the breath spray and mouthwash categories. Dr. Fresh will immediately begin marketing and distributing entire Bianca and Tek portfolios while developing new programs for Dentax, firm says. Terms of the deal were not disclosed. "Binaca will accelerate our expansion into the breath care segment on the heels of our recent launch of Dentyne breath sprays, while also providing exceptional value both to consumers and to retailers. Tek brand will diversify our offerings and increase our market share," says Daniel Enriquez, VP-sales and marketing for Dr. Fresh
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