In December 2009, GSK acquired NovaMin® through the purchase of NovaMin Technology Inc. NovaMin® is a patent protected innovative calcium phosphate technology which has been clinically proven to relieve tooth sensitivity. Today's agreement will allow DENTSPLY to co-brand its NUPRO® products which contain the NovaMin® technology, with GSK's Sensodyne® brand. This co-branding will provide a continuum of care for tooth sensitivity treatment from the dental office to everyday use at home.
Today's agreement involves no exchange of cash or equity from either party.
"DENTSPLY and GSK have come together with one goal in mind -- to provide a continuous treatment program for patients who suffer from the common problem of tooth sensitivity," remarked Christopher Clark, DENTSPLY's President and Chief Operating Officer. "We are combining some of the most well regarded brands and products on the market to provide a complete treatment solution with both in-office and at-home care regimens for patients suffering from this type of tooth pain. We are pleased to be partnering with GSK and Sensodyne, a global leader in sensitivity treatment."
Carlton Lawson, Vice President Sensodyne, GSK, states, "This agreement demonstrates GSK Consumer Healthcare's strategy to grow and expand its science-driven oral healthcare business. Through our agreement with DENTSPLY, sensitive teeth sufferers will be able to access an effective portfolio of Sensodyne-branded products providing continuous care from the dental office to the home. By leveraging both companies' brands and capabilities, we aim to build awareness of the benefits of NovaMin® and therefore further consolidate our position as the leader in the over the counter oral healthcare market. DENTSPLY is a significant player and an important partner for us in the professional dental space, and we look forward to working closely with them to provide additional sensitivity solutions in the future."
The agreement also provides for the use of both companies' technical, clinical and marketing resources to offer a comprehensive range of tooth sensitivity treatment options for the dental professional and the patient. While the agreement allows DENTSPLY to develop a portfolio of professional tooth sensitivity products, in the short term, DENTSPLY will release two, co-branded dental products containing the NovaMin® technology:
- NUPRO Sensodyne Professional prophy paste -- the proven performance of market leading NUPRO powered by NovaMin®, applied by dental professionals, to provide immediate in office relief from tooth sensitivity.
- Sensodyne NUPRO Professional toothpaste -- a toothpaste to be dispensed by dental professionals, containing NovaMin and high fluoride for enamel remineralization.