The brand, which was first launched in France in 1972, has become a leading choice in the French market, where it is available nationwide and in other European markets. In the US it has been available in boutiques, some department stores and other specialty stores, but the company says that due to demand and interest in the brand, it has now decided to take distribution to the next stage. One of the triggers for the increased international profile of this relatively small brand has been its availability to all first class passengers of British Airways flights for the past 10 years as part of the in-flight complementary services. US subsidiary to oversee increased distribution However, now the product is about to be distributed by Sante Active, the US subsidiary of France-based Laboratoires Pierre Fabre, in major pharmacies throughout the country. The brands that will be distributed in the US outlets include Elgydium toothpaste, together with a whitening toothpaste which contains micro-pulverized sodium bicarbonate. This particular ingredient that has been developed to contain particles five times smaller than traditional sodium bicarbonate as a means of increasing the ingredient's ability to penetrate the tooth enamel. "Elgydium products combine years of research by French chemists, in addition to well-known aromaticians who worked hard to create a noteable texture and flavor," said Darren Kerin, executive VP of Sante active. Brand will extend to toothbrushes and mouthwash The toothpastes will also be sold alongside four models of Elgydium toothbrushes, which are marketed as having 'superior quality polymer bristles', with rounded tips, and are supplied with a head cover for toothcare on the move. Finally there is also a mouthwash, Elgydium Refreshing Mouthwash, which is alcohol-free. In 2007 Packaged Facts valued the US oral care market at $8.5bn, and is a market that has shown increased growth in recent years, thanks to innovations such as tooth whitening products and premium products.