Burt’s Bees Hopes Third Time’s A Charm For Toothpaste, This One With P&G
Clorox and Procter & Gamble embarked on a strategic licensing partnership to market Burt’s Bees toothpastes, available now in mass retail doors. Billed as simple formulas for adults and kids, with or without fluoride, the line marks the third swing at toothpaste for the iconic natural brand.
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Examples of unfinished business from 2019 include no legislation passed to reform OTC monograph program; FDA putting off until May the planned publication of an NPRM to allow firms to submit OTC NDAs with extra-label information to help guide consumers' self-selection; and no OTC naloxone for opioid overdose approved even after FDA's unprecedented step of developing model DFLs sponsors could use for their own label comprehension studies.
“We love that we’re in differentiated segments here, emerging segments, not single letter vitamins, but product benefits that are scientifically grounded and that start to have a really strong following among consumers,” Clorox CEO Bennor Dorer says of the firm's recent Nutranext acquisition. He explained the “rationale” for buying a business that competes in a “fragmented category” without a brand leader during Clorox' third-quarter earnings briefing.
Procter & Gamble (P&G) is set to acquire for €3.4 billion Merck KGaA’s Consumer Health business, in a move the consumer- goods giant claims will improve significantly its “geographic scale, brand portfolio and category footprint” in the world’s leading OTC markets. Subject to regulatory approvals, the transaction is expected to close by the end of the fourth quarter.