Dr. Fresh acquires oral care brands from Ascendia Group

By Simon Pitman

- Last updated on GMT

Related tags Brand

US personal care player Dr. Fresh has bought up three oral care brands – Binaca, Tek and Dentax – from the Ascendia Group.

The products under the brand names comprise mainly of breath sprays and mouthwash, and have been acquired with the intention of supplementing the company’s exisiting range of oral care products, which include Dentine breath sprays and the company’s innovative FireFly kids’ toothbrush

Although Dr. Fresh signed the deal in the middle of October, it has only just officially announced the acquisition, but declined to mention what the purchase price was.

Marketing and distribution

The company says that it is now working towards starting the marketing and distribution of the Binaca and Tek brands, while establishing a totally new program for the Dentax brand.

"Binaca has long been the standard in the breath care category, enjoying a high degree of reception and a loyal consumer following,“​ said Daniel Enriquez, vice-president of sales and marketing for Dr. Fresh.

"Binaca will accelerate our expansion into the breath fresh segment, on the heels of our recent launch of Dentyne breath spray, while also providing exceptional value both to consumers and to retailers."

Expanding its portfolio

The Tek brand is concentrated on the institutional health care arena and is expected to further expand the company’s presence in this segment.

Dr. Fresh was established ten years ago and now employs 85 people and $50m in sales and recently established a state of the art mouthwash manufacturing facility in Buena Park, California.

Ascendia Brands has been selling off its personal care brands portfolio after declaring itself bankrupt earlier this year following the failure of its Healing Garden re-launch.

Ascendia sells off brands

The company is still operating as a going concern having filed for voluntary reorganization but is now selling off brands in a bid to restore itself to financial health.

In mid-October Ascendia announced that it had sold its baby care brand Baby Magic to Naterra International weeks after shedding its Ogilvie hair care brand.

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