Close Brothers has advised a group of private shareholders on the sale of 100% of the equity of Fresh Breath Limited for an undisclosed amount.
Fresh Breath markets and distributes oral hygiene products under the highly successful and internationally recognised “Dentyl pH” brand. Fresh Breath has grown Dentyl pH into one of the leading brands in the UK Oral Hygiene market, establishing itself as a strong #2 (18% value share) in the £82m UK mouthwash market.
The Brand was introduced to the UK in 1997 through the Fresh Breath Centre as part of a patients’ programme for the prevention and treatment of bad breath conditions, gum disease and tooth decay. However, significant consumer demand saw the product and Brand gain traction amongst leading retail outlets and rapidly grow to the success it enjoys today.
Dr Philip Stemmer, founder and Chairman said:
"We're very pleased with the outcome of extensive negotiations which have led to the sale of Dentyl pH. We wish Blistex every success in the future and hope that Dentyl pH enjoys as much success internationally as it has achieved in the UK."
Blistex Inc is a US private company with significant international experience with the Personal Care categories as a result of its Blistex lip balm, Kanka and Stridex.
Close Brothers acted as strategic and financial adviser to Fresh Breath and its shareholders.
The team at Close Brothers was Tim Leach, Roger Taylor and Akhil Bhardwaj. To contact them please call Close Brothers on +44 (0)20 7655 3100.