 Unilever's Mentadent P Toothpaste in the UK | |
| Product type | Dental Products |
|---|---|
| Owner | Unilever (excluding North America) Church & Dwight (North America only) |
| Introduced | 1982; 43 years ago (1982) |
Mentadent is abrand name for a line of dental products manufactured byUnilever for its home and international markets excluding the United States and Canada where the company sold its rights to the brand toChurch & Dwight Company in 2003.[1][2]
In 2016, Church & Dwight announced it would discontinue the Mentadent brand effective Spring 2017.[3] As it only involved the rights for US and Canadian sales, this did not affect Unilever which still markets and sells Mentadent branded products in other markets.[1][4]
In 2018 it was thought that Unilever had quietly retired the Mentadent SR brand from the UK market, leaving only Mentadent P on sale. However, as of 2024, various Mentadent toothpastes were available to buy inAsda.[5]
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Unilever first introduced the brand around 1982 with the launch of Mentadent P, Mentadent later became the key brand for Unilever toothpaste and Gibbs SR, a brand that dated back to the 1950s, was renamed Mentadent SR.
Mentadent SR, formerlyGibbs SR, is one of three toothpaste products still marketed byUnilever worldwide.[4] The product was originally named after its active ingredient,sodium ricinoleate.[citation needed]
Gibbs SR was the first product to be promoted on UK television. The introduction of commercial television advertising was due to theTelevision Act 1954 which created the commercial broadcaster ITV. The advertisement was first shown onAssociated-Rediffusion in London on 22 September 1955 at 8.12pm BST, with a voiceover byAlex Macintosh.[6][7] The advertisement was written and produced by Brian Palmer.[8]
Unilever makes 3 varieties of toothpaste under the Mentadent brand[4]
In 2003, Church & Dwight Company acquired the United States and Canadian rights to the Mentadent brand from Unilever and then operated it as a subsidiary brand ofArm & Hammer until it discontinued sales of the brand in 2016.[2][3]
Mentadent is most notable for its uniquetoothpaste dispenser: a dual chamber pump. This design is intended to keep two ingredients separated until they are dispensed. Upon brushing, the ingredients will react with each other in the user's mouth. Both the toothpaste (formula) and the design of the pump were invented and then patented by Hans Schaeffer - who later sold the patent.[citation needed]
In the majority of its toothpaste lines, the two separate ingredients arebaking soda andperoxide. Upon brushing, baking soda and peroxide combine to releaseoxygen bubbles. It is claimed that these bubbles will clean, whiten, and freshen the mouth.[citation needed]
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