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New Dentyne Sugarless Gum Doesn’t Mask Bad Breath, It Purifies It

July 1, 2010: 03:14 AM EST
Dentyne has signaled its intention to boost visibility in the breath-freshening gum space with the introduction of sugarless Dentyne Pure, a chewing gum that "neutralizes" bad breath, not just covers it up like competitors do. According to the company, Dentyne Pure’s proprietary ingredients don’t cover up bad breath, they purify it. Launched in stores in March, the gum is being marketed through a sampling initiative and television ads on Facebook promoting the brand's "practice safe breath" motto. According to research firm Mintel, sugarless gum sales rose seven percent in 2007-2009, with $1 billion in U.S. sales in 2009 across food, drug and mass channels. Dentyne hopes to pump new life into the sugarless gum category while riding the fresh breath wave.
Elaine Wong, "Dentyne Introduces 'Pure' Gum to Kick Bad Breath", Brandweek , July 01, 2010, © Brandweek
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