share while addressing new niches. In response to strong sales in the baking soda and peroxide segment and in whiteners, Colgate-Palmolive's popularly priced Colgate whitening with Baking Soda and Peroxide went on the shelf in October 1996.
The company introduced the product amidst industry reports that baking soda and peroxide products' annual sales were up 14.2 percent through 1996, and that the whitening segment was up 43 percent during the same period. Also building on the peroxide and baking soda trend Colgate's Ultra Brite Baking Soda and Peroxide was introduced in December 1996 (Offshore markets offer hope..., 1997). A 6 oz. tube of Colgate-Palmolive Ultra Brite toothpaste with fluoride, baking soda and peroxide carries a suggested retail price of $1.29 (Specialized line drives sales, 1997). The retail price is generally 99 cents (Heightened consumer awareness..., 1997).
Colgate-Palmolive's flagship toothpaste brand currently includes baking soda and tartar-control formulas as well as Colgate Total, Col
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