SB launches Macleans Total to challenge Colgate rival

SmithKline Beecham is launching a copycat Total version of Macleans toothpaste to attack Colgate Palmolive’s Colgate Total.

The toothpaste is expected to be launched in August.

Colgate Total was launched in 1993 and is the market leader with an 11 per cent value share for the year ended May 1996, up from 7.9 per cent for the year ended May 1995.

This compares with 7.5 per cent value share for SB’s Macleans Standard in the same period.

The figure is down from 8.1 per cent for the year ended May 1995.

Own-label brands command 10.8 per cent of the market (figures from IRI InfoScan).

An industry source says the toothpaste sector has been stagnant for some time, and the only growth being generated is by the added value items, such as Colgate Palmolive’s Total range. SB also produces the Aquafresh range.

Unilever subsidiary Elida Fabergé, which produces Mentadent P, SR and Signal toothpastes, is planning to launch a new toothpaste brand aimed at older consumers.

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