Dr. Fresh acquires REACH brand manual toothbrushes

US-based designer and marketer of oral care products Dr. Fresh has announced the acquisition of REACH brand manual toothbrushes from the Johnson & Johnson Healthcare Products Division of McNEIL-PPC.

The acquisition includes the rights of the brand in the US, the Caribbean and Canada.

According to the firm, the acquisition does not cover REACH brand’s floss or other interdental products.

Dr. Fresh president and CEO Doug Corbett said the firm’s acquisition of family brand REACH can complement its existing portfolio.

"At Dr. Fresh, we are capable of moving quickly with brand innovation, resulting in leading edge, high performance products at very affordable prices," Corbett added.

Corbett said the firm is planning to make necessary changes in product development and design to make the REACH business while effectively communicating the brand’s performance, value and quality for the entire family.

Inspired by professional dental instruments, the REACH brand debuted in 1972 as the brainchild of two engineers and a dentist who together worked to design a toothbrush, which could better clean hard-to-reach places.

Dr. Fresh is a portfolio company of middle market private equity firm Moelis Capital Partners, the firm is a designer and marketer of toothbrushes, travel kits, mouthwashes, floss/flossers, breath fresheners, toothpaste and other personal care products.