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P&G/Wrigley Stick Together

Chewing gum giant Wm. Wrigley Jr Co. and Crest toothpaste maker Procter & Gamble Co. announced yesterday they will join a wave of toothpaste manufacturers creating cavity fighting chewing gums.

The two manufacturing conglomerates said they would team up to develop a new line of teeth-cleaning chewing gums to be introduced within the year.

Under the agreement, Wrigley will license various P&G trademarks and oral care technologies to develop, market and distribute gums with oral care benefits, the companies said.

The chewing gums are geared to time-crunched consumers who want cleaner, whiter teeth but struggle to find the time to brush between meals, P&G said in a press release.

The GlaxoSmithKline PLC Aquafresh brand and the Church & Dwight Co. Arm & Hammer brand have already introduced teeth cleaning chewing gums.

The alliance will allow P&G greater access to customers through Wrigley's deep penetration in convenience stores and gas stations, and P&G's access to toothpaste shelves and dentist offices will expand Wrigley's market, the release said.

The agreement is the latest in a series of partnerships P&G has undertaken to grow its business, including one earlier this year with Atlanta-based Coca Cola Co. to form a snack and beverage joint venture.
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