Re-launch of Dentosal – Emballator produce the popular toothpaste tube

Posted 2021-11-02

When the toothpaste Dentosal disappeared from the market after over 100 years the reactions were strong. Avia Pharma took over the popular product and started during 2021 a re-launch – Emballator was chosen to produce the tube.

Already in 1915, the manufacturing of the tooth salt Dentosal started, a product that later became a popular toothpaste in both Sweden and Finland. When Dentosal disappeared from the market in 2019 the reactions were strong, among the reactions was a Facebook group that demanded the toothpaste to be re-produced.

In 2021 Avia Pharma announced that they had taken over the brand rights and recipe, and the work with re-launching Dentosal started. When it was time to choose a tube manufacturer, Emballator was chosen.

“The tube is made of coex, a material that is recyclable. Coex is a common material for toothpaste tubes, it has an increased barrier that the content demands. The tube hat is a white closure made at our sister company in Växjö”, says Jim Johannesson, Sales and Market Manager at Emballator Tectubes.

The design of the tube received a new look and elaboration by Søder Reklambyrå. The new design resulted in a nomination to the Swedish design award for product design of the year.

The new Dentosal tube has been inspired by the packaging being sold in the 60s (which also was produced at Emballator in Hjo), but in a new interpretation.

“Dentosal is an old, nice brand and a highly appreciated product that was missed by a lot of people when it was shut down. When we found a way to produce it again it was obvious for us to do it. We wanted to create a design that corresponded with the content, that felt modern but also had a connection to the long origin. Beyond production practicalities, we wanted the tube to have a good size, be easy to use, and not cost too much”, says Marie Wikman, Business Director OTC at Avia Pharma AB.

How has the market received the “new” Dentosal?

“Very good! Dentosal is soon available in all pharmacy chains in Sweden”, says Marie Wikman.

Emballator is a producer to count on regardless of if you are re-launching a popular product or launching a new one.

“Guiding our customers and creating the best tube for their needs is our strength and what we are best at. Our customers don’t need to be specialists in tubes, that’s what we are, and we can present different solutions”, says Jim Johannesson.

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