Procter & Gamble has signed a licensing deal with Burt’s Bees that will see the personal care giant start making the company’s toothpaste products as of this month.

The decision to licence the products is said to have followed extensive research by P&G to understand category trends and consumer preferences. With Clorox-owned Burt’s Bees known for its natural offerings, P&G is now hoping to accelerate due to consumer demand for these products.

While the toothpaste is currently the only product under the deal, other products could be considered in the future.

P&G spokesperson Damon Jones told the Cincinnati Business Reporter, “We know that 35 percent of people in the U.S. are interested in using simple and effective toothpaste formulas, but only 5 percent of that group are buying the products today.
“Many consumers feel there are trade-offs with the current product offerings in this segment, so that led us to seek multiple options to address this opportunity.”