Dr. Fresh enters natural products market

March 23, 2010
Company acquires assets of Dr. Ken's Natural Products brand.

BUENA PARK, California--Dr. Fresh has announced iacquisition of the assets of Floss and Go, including the Dr. Ken's Natural Products line.

The line of mouthwashes, toothpastes, breath strips, and chewing gums is known for harnessing the therapeutic properties of green tea extract. The move marks Dr. Fresh's entry into the natural products marketplace.

"The Dr. Ken's brand is a strategic fit for us as we expand our oral care business into the fast growing natural products sector," said Puneet Nanda, president and CEO of Dr. Fresh. "At the recent Natural Products Expo, we witnessed firsthand the high degree of credibility that the Dr. Ken's brand enjoys among natural products enthusiasts."

Added Daniel Enriquez, vice president of sales: "With our extensive R&D facilities and in-house state-of-the-art automatic mouthwash production line, we believe we can achieve economies of scale and reduce current product cost substantially, which makes this a very attractive acquisition for us."

In marketing the line, Dr. Fresh will tap into the considerable expertise of Dr. Ken's founder, Dr. Kenneth Nussen, a celebrity dentist and a believer in the benefits that green tea extract brings to oral-care products. The products result from Dr. Ken's experience as a private practitioner, researcher, and innovator.

"I am a fanatical believer in the quality of these products, and personally use them every day," said Natalie Butler, president of Earth & Nature.

Added Enriquez: "Not surprisingly, Dr. Ken's products are already embraced by doctors of natural medicine. Now, with Dr. Ken as our spokesperson, we plan to invest heavily in building support for the brand among the professional dental community."

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