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Colgate Palmolive has launched a new whitening toothpaste on the US
market, which it claims will give added freshness to users thanks
to the inclusion of mini breath strips in the product.

The Max Fresh toothpaste has been created by Colgate in conjunction with the Tampa Florida based company BioTec Films, a subsidiary of the pharmaceutical company BioProgress.

Colgate hopes that the addition of "in-the-mouth dissolving film" to the toothpaste will give the product "additional freshness and appeal".

"The initial acceptance of Max Fresh has been strong and we are sure that, given the promotional support of Colgate, the product will achieve success in its chosen markets and make a worthwhile contribution to our revenues going forward," said Graham Hind, CEO of Bioprogress.

Colgate believes its product is the first whitening toothpaste infused with mini breath strips to hit the US market.

In order to convince the public of the product's merits, Colgate is planning a series of TV and internet advertising, in-store displays, and will be handing out samples and creating special promotion packs.

Colgate began shipping Max Fresh to food, drug and mass merchandise stores in the US on 2 August.

Initially, Colgate will offer Max Fresh in two flavours, namely Cool Mint (peppermint) and Clean Mint (spearmint).