Dr. Fresh LLC has acquired REACH brand manual toothbrushes from the Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc. The sale includes rights in the U.S., its territories, the Caribbean and Canada. The acquisition does not include REACH brand floss or other interdental products.
The REACH brand debuted in 1972 as the brainchild of two engineers and a dentist who together sought to design a toothbrush that could better clean hard-to-reach places. Inspired by professional dental instruments, REACH manual toothbrushes literally brought a new angle, look and feel to their category and provided consumers with superior results.
“REACH is an iconic family brand that is a strong complement to our existing portfolio. At Dr. Fresh, we are capable of moving quickly with brand innovation, resulting in leading edge, high performance products at very affordable prices,” said Doug Corbett, president and chief executive officer of Dr. Fresh LLC.
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According to Corbett, Dr. Fresh LLC plans to use its strength in product development and design to grow the REACH business while effectively communicating the brand’s performance, value and quality for the entire family.
In an exclusive interview, I asked Corbett some additional questions about the acquisition.
Henry: When can dental professionals expect to see REACH included in ads, flyers, etc., as part of the Dr. Fresh family?
Corbett: We have already entered the transition process and expect to have REACH manual toothbrush programs fully incorporated into the Dr. Fresh family of products marketing materials within the next 120 days.
Henry: REACH has such a well-known name. How do you plan to grow that name even more in the coming months and years?
Corbett: We plan to grow the REACH business by doing what we know best at Dr. Fresh which is to bring brand innovation, quality and high-performing products to the profession while delivering excellent value for the entire family.
Henry: This is REACH's 40th anniversary. What changes do you see for the brand and/or products in the future?
Corbett: Yes, 40 years is a big milestone and we have big plans to grow the REACH brand using Dr. Fresh's expertise in innovation, product development, product sourcing, and design.