Procter & Gamble (P&G) has teamed up with chewing-gum manufacturer Wrigley’s to develop a new range of gum with dental benefits.
The chewing gum, which is to launch globally next year, will be marketed under P&G’s Crest oral care brand.
The partnership is essentially a licensing agreement. Wrigley’s will manufacture the gum using oral health care technology developed by P&G’s scientists.
Five years ago, P&G carried out trials of a similar product in Germany and Austria – a plaque-reducing gum called Blend-A-Gum. But sales were disappointing and the product was discontinued.
Pharmaceutical company GlaxoSmithKline already has a similar product in the US market – Aquafresh Dental Gum, which was launched last year.
Wrigley’s move into oral healthcare signals an attempt to broaden its product line. The company manufactures Spearmint, Airways and Juicy Fruit chewing gums.
Michael Kehoe, vice-president and general manager, global oral care, at P&G, says: “This agreement will focus two industry leaders on creating something better than either of our companies could have done alone – it’s a perfect fit.
“On the heels of Crest Whitestrips and Crest SpinBrush, this news is the latest in a series of category-building moves from P&G.”
P&G’s oral care range also includes Gleem, a tooth cleaning and cavity-fighting product and Fixodent for denture care.