Evolution of breath strips: the category, worth about half of the global mouth fresheners sector, has proved explosively popular

Soap & Cosmetics,  August, 2003  by Claire Briney

Tags: Pfizer Inc., Warner-Lambert

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The breath strip--also known as mouth freshening strip--category was created by Pfizer's Warner-Lambert consumer healthcare division in August 2000 with the development of Listerine PocketPaks Breath Freshening Strips, although they did not hit supermarket shelves until October 2001. This product consists of 24 small pieces of "tape," packaged in a carry case, which dissolve on the tongue, releasing an intense "minty" flavor designed to freshen breath. The use of the Listerine brand and formula means that Pfizer can position PocketPaks as a mouth freshening product that kills oral bacteria.

The category, which generated sales around the ...