Guaber repackages BioRepair toothpaste

Italian household and personal care company Guaber is writing to consumers in an effort to address scepticism over the health benefits of its BioRepair toothpaste.

The toothpaste, which was launched in March in the UK, claims to repair tooth enamel in a similar way to dental professionals, but research has found that consumers are confused about how the product works.

Guaber is revamping the packaging for the product, which is part of the BlanX brand, and is including a signed letter from Professor Noberto Roveri from the University of Bologna, who has been involved in developing the brand, outlining the science behind the product.

The new packaging will be rolled out in March and will be backed by a major in-store and TV campaign as part of a consumer push behind the brand. BioRepair, which has two variants, is only available in Boots but is expected to extend its UK distribution towards the end of next year.

The company is planning a European expansion over the next year.

The new packaging has been designed in-house, and advertising will be developed by Norwich-based consultancy, The Works.


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