TheraBreath was founded in 1994 by Dr Harold Katz, known in the US as the Bad Breath Guru for his appearances on major TV shows such as The View. The brand is one of the fastest-growing and biggest independent players in the US oral care market and is the #2 brand in the alcohol-free mouthwash sector.
Australians are also major fans of TheraBreath, which claims its global mission is to put an end to bad breath. The brand’s products are stocked by Priceline, Chemist Warehouse, SuperPharmacyPlus and more. There is also a dedicated local website – therabreath.com.au.
Church & Dwight already have a large portfolio in oral care through Arm & Hammer toothpaste, Spinbrush battery-operated toothbrushes, Orajel oral analgesics and Waterpik water flossers.
The multinational has added to its clout in the category with the acquisition of TheraBreath for US$580 million in cash.
We are excited about adding TheraBreath as the company’s 14th power brand, said Matthew T. Farrell, CEO of Church & Dwight. “The TheraBreath brand is a problem/solution product and one of the fastest-growing brands in the mouthwash category.
“This acquisition gives Church & Dwight a strong position in a growing category with tailwinds as the brand skews towards younger consumers and consistently has a high level of brand loyalty and repeat purchase.”
Church & Dwight have plans to fast-track TheraBreath’s international sales through its global distribution network, manufacturing footprint and operational strength. Net sales for the brand are projected to increase by 15 per cent in 2022 to US$100 million.