P&G rolls out second premium toothpaste in Germany, Austria

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SCHWALBACH - Capitalizing on the soaring demand for premium-priced toothpaste products in Germany and Austria, Procter & Gamble Co. is rolling out Mediclean, which it claims combines protection against cavities and paradontosis with freshness and micro cleansing ingredients.

The launch comes hot on the heels of the roll out of Complete Plus, part of the Blend-a-med toothpaste range.

P&G is seeking to bolster its current 13.7 percent of the premium-priced toothpaste market, which last year grew to $99.5 million, or 21.9 percent of the total toothpaste market, up from 20.3 percent. Handling advertising is D'Arcy,Masius Benton & Bowles, Hamburg.

Copyright December 2000, Crain Communications Inc.

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