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Up a notch in oral care.

Officials at Dr. Katz are quite confident that their TheraBreath helped to create the premium oral care market. In fact, they say, no one dared to bring a $10 mouthwash and toothpaste to oral care buyers until the company did so in 2000.

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Now the company is introducing PerioTherapy, hoping that it will create a superpremium segment. The product, designed for such oral care problems as bleeding gums, uses the same formula already used by hundreds of thousands of online customers.

"Dr. Katz's products are purchased at full premium price over 90% of the time--simply because of the demand for products that work," says a company official. "This same philosophy applies to Katz's reworking of traditional oral products, such as floss, gum, mints and strips. In 2007, Dr. Katz will expand distribution of the TheraBreath gum, strips and mints, and the TheraFloss will enter retail stores this spring."

Dr. Katz will support PerioTherapy with TV spots and on his own weekly health program on national TV this spring.
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Title Annotation:nonfoods NEWS
Publication:Grocery Headquarters
Date:Feb 1, 2007
Words:170
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