Unilever to boost coffers with launch of premium oral care line Regenerate

Unilever to boost coffers with launch of premium oral care line Regenerate

As deflation threatens across the Eurozone, Unilever is hoping to boost profits with the launch of a new range of premium oral care products, according to a report published by Bloomberg.

The company has teamed up with dental researchers to produce Regenerate, as the line will be known. The range is targeted at a prestige audience, with prices ranging from £10 for toothpaste to £30 for a activator gel and serum, said to be capable of repairing damaged tooth enamel.

According to Bloomberg, FMCG manufacturers are increasingly turning to innovation in the face of a price-sensitive market in Europe. “The need to gain pricing power via unique or quirky merchandise has pushed investment in research and development to a record high,” said author Thomas Buckley.

 

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