Unilever Hangs ‘For Sale’ Ticket on US Oral Care Brands

21 April 2003

Anglo-Dutch fmcg giant Unilever is believed to be seeking buyers for its US oral care brands Mentadent, Pepsodent and Close-Up, hiring investment bank Morgan Stanley for that purpose.

The move is in line with Unilever’s declared Path to Growth strategy which aims to reduce its product portfolio from the 1,600 brands owned in 1999 to just four hundred.

Its stateside toothpaste lines have been losing out in recent years to aggressive marketing by main rivals Procter & Gamble and Colgate-Palmolive.

Data sourced from: Financial Times; additional content by WARC staff