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New Crest Sensi-Stop strips offer sensitivity relief

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s Crest has officially unveiled “one of its most breakthrough product launches in a decade.” Enter the new Crest Sensi-Stop strips.

The first-of-its-kind strips provide targeted, immediate and long-lasting tooth sensitivity relief.

“Crest Sensi-Stop strips are Procter & Gamble’s biggest innovation ever in the tooth sensitivity category,” said Charles Pierce, group president, global oral care and new business creation and innovation, P&G. “This new at-home treatment addresses tooth sensitivity and is a simple and highly-effective addition to existing oral care routines. One Strip, 10 minutes and up to one month of protection.”

According to P&G, more than 50% of people will experience tooth sensitivity at some point in their life, caused by weakened enamel, gum recession and other factors. However, only 4-in-10 sensitivity toothpaste users are reportedly satisfied with their sensitivity toothpaste, which served as a primary motivation for bringing Crest Sensi-Stop Strips to market.

With Crest Sensi-Stop strips, the right amount of tooth sensitivity treatment is applied exactly where it is needed. They are designed to cover the outer gumline of sensitive teeth for 10 minutes. Using the same ingredient as some professional treatments, exposed dentinal tubules are blocked. Dentinal tubules are small passageways that lead directly to nerve endings. These tubules can be exposed because of the loss of enamel from teeth and receding gums.

Suggested retail prices for the new Crest Sensi-Stop strips are $19.99 (6 ct.), $27.99 (10 ct.) and $34.99 (12 ct.). The strips are available at drug stores and mass retailers throughout the United States.

Another product for sensitivity relief, Crest Sensi-Repair and Prevent toothpaste is tailored for sensitive mouths and helps repair painful sensitivity and prevent future sensitivity by building a therapeutic and protective layer. For those consumers who prefer a gentle oral care routine, Crest and Oral-B also offer Oral-B Sensi-Soft Toothbrush and Oral-B Glide Sensi-Soft Dental Floss.

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General Mills to acquire Annie’s

BY Ryan Chavis

BERKELEY, Calif. — Annie's, a natural and organic food company, will be acquired by General Mills for $46 per share for a total transaction of $820 million. The deal represents a 51% premium over Annie's 30-day average closing price of $30.47 as of Sept. 5. Annie's will remain headquartered in Berkeley, Calif.. 
 
"We are excited about this strategic combination, which will enable Annie's to expand the reach and breadth of our high-quality, great-tasting organic and natural products, provide new opportunities for our employees, realize greater efficiencies in our operations and maximize value for our stockholders," said John Foraker, CEO of Annie's. "Powerful consumer shifts toward products with simple, organic and natural ingredients from companies that share consumers' core values show no signs of letting up. Partnering with a company of General Mills' scale and resources will strengthen our position at the forefront of this trend, enabling us to more rapidly and efficiently expand into new channels and product lines in a rapidly evolving industry environment.
 
Annie's board of directors unanimously recommended that its stockholders accept the General Mills offer. General Mills will launch a tender offer within 10 business days to purchase all outstanding shares. The deal is expected to close later in the year. 
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FDA approves Sanofi Pasteur’s Menactra as a booster vaccine

BY Ryan Chavis

SWIFTWATER, Pa. — Sanofi Pasteur announced that the Food and Drug Administration approved the use of Menactra [meningococcal (groups A, C, Y and W-135) polysaccharide diphtheria toxoid conjugate vaccine] as a booster vaccination against meningococcal disease in people ages 15 years through 55 years. Meningococcal disease is a bacterial infection that affects 800 to 1,200 Americans each year, the company stated. 
 
The Centers for Disease Control and Prevention recommends routine administration of a meningococcal conjugate vaccine to adolescents ages 11 years through 18 years. The CDC specicially recommends one dose of vaccine at age 11 years or 12 years, with a booster shot at 16 years old to protect teens and young adults during a period when they are at an increased risk for contracting the disease. 
 
"The FDA's approval of the Menactra booster vaccination gives healthcare providers the option to use a meningococcal conjugate vaccine that is approved for both primary and booster immunization, which aligns with the CDC's recommendations for preventing cases of meningococcal meningitis," said David P. Greenberg, M.D., VP, U.S. scientific and medical affairs, Sanofi Pasteur. "With this approval, we hope healthcare providers are reminded to talk to their teen patients and their parents about the CDC's recommendations, ultimately helping to improve booster immunization rates for teens across the country."
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