Enamelon
This article was originally published in The Tan Sheet
Executive Summary
Calcium Whitening System launching in food, drug and mass outlets nationwide. The new product, the firm's first line extension to its Enamelon "remineralizing" toothpaste, will be priced in line with the whitening category, the Yonkers, N.Y.-based oral care company says. Print and radio ads also are expected to begin appearing shortly. The whitener contains a patented Liquid Calcium formula with fluoride that "absorbs into the tooth structure to strengthen enamel and to help prevent tooth decay," labeling says