Dr. Fresh(R) Inc. Acquires Binaca(R), Tek(R) and Dentax(R) Brands from Ascendia Group

Trio Adds to Already Strong Portfolio of Oral and Personal Care Products

Dr. Fresh ^® Inc. Acquires Binaca ^® , Tek ^® and Dentax ^® Brands from Ascendia Group

Dr. Fresh ^® Inc., the manufacturer and distributor of innovative, quality oral and personal care products, has announced its purchase of the Binaca ^® , Tek ^® and Dentax ^® brands of breath sprays and other oral care products from Ascendia Brands. The move will expand Dr. Fresh’s already impressive portfolio and complement the company’s existing mouthwash and breath spray franchises. The acquisition took place on October 14, 2008 and Dr. Fresh will immediately begin marketing and distributing the entire Binaca and TEK brand portfolio, while developing new programs for the Dentax brand.

“Binaca has long been the standard in the breath care category, enjoying a high degree of recognition and a loyal consumer following. We are thrilled to be able to count it among our brands,” said Daniel Enriquez, Vice-President of Sales and Marketing for Dr. Fresh Inc. “Binaca will accelerate our expansion into the breath care segment on the heels of our recent launch of Dentyne breath sprays, while also providing exceptional value both to consumers and to retailers. The Tek brand will diversify our offerings and increase our market share in the institutional arena.”

Among the many oral care innovations that have put Dr. Fresh on the map is the light-up FireFly ^® Toothbrush, the number one selling kids’ toothbrush for the last four years, according to ACNielsen’s IRI data. Dr. Fresh recently celebrated its tenth anniversary and a decade of consistent and impressive growth, going from one employee and $360,000 in sales in its first year to 85 employees and $50 million in sales. Dr. Fresh has also won a coveted spot on the 2008 Inc. 5000 list of America’s fastest growing and most innovative companies.

Dr. Fresh ( www.drfresh.com ) is located in Buena Park, CA, where it has just opened a state of the art mouthwash manufacturing facility, in addition to facilities that already exist in India and China. For more information, please contact Megan Brown at 323-650-2201 or at megan@lightyearsahead.com .

Contact:

Light Years Ahead
Megan Brown, 323-650-2201
megan@lightyearsahead.com