King of Shaves introduces toothpaste brand for men

King of Shaves (KoS) founder Will King is planning to launch a toothpaste aimed at the male market under the sub-brand King of Smiles.

The product is ready to be rolled out, but King has yet to find a retailer to list his latest launch.

He says: "We have gender-specific products for pretty much every category in the personal care market so why should the dental category still be unisex?" No other details about the launch have been made available.

Meanwhile, King is struggling to get retailers to stock his energy snack called the Will Bar (MW February 9). He claims, however, he is "very close" to securing distribution for the product.

The oat-flake bar includes caffeine and taurine for mental stimulation. It is aimed at everyone from office workers to athletes and is the first launch from W Brands, a company King has a stake in but which is separate from KMI, the company behind KoS.

KoS is second behind Procter & Gamble’s Gillette in the UK male pre-shave market, and third in the UK male skincare market, behind Nivea’s Beiersdorf and L’Oréal’s Men Expert, according to research company Euromonitor. Earlier this year KoS struck a two-year seven-figure deal with Chelsea and England footballer John Terry to be the face of the brand as part of a major marketing push (MW April 27).

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