Venture Life expands UltraDEX in France, Superdrug

Consumer self-care group Venture Life updated the market on its UltraDEX brand on Monday, having extended its agreement with key French distributor La Brosse et Dupont to include the UltraDEX Sensitive toothpaste.

The AIM-traded firm said the launch would take place in the second half of 2018, and followed the successful launch of the original UltraDEX range in the first quarter in France.

It said La Brosse, founded in 1932, is a former subsidiary of LVMH Moet Hennessy Louis Vuitton.

It served customers through large and medium commercial outlets throughout France, including Leclerc and Carrefour, and had “market leading” products within the oral healthcare space.

Le Brosse launched the original UltraDEX range into the French market during March 2018, and was building up a presence in the grocery multiples.

UltraDEX was also partnered in Italy and the Nordics in 2017, the Venture Life board pointed out, and after delivery of product in the fourth quarter, those partners also launched UltraDEX into their respective markets during the first half of the current year.

Both partners were said to be building a presence for the mouthwash, toothpaste and spray products in pharmacies and dentists, and early indications were described as “positive” for the sell through.

Separately, Venture Life also announced the launch of the new UltraDEX 'One Go’ range in all 797 Superdrug stores in the UK from June.

UltraDEX 'One Go' was described a line extension from the company, providing single use sachets of the UltraDEX mouthwash.

“The extension of this agreement with La Brosse is a real testament to the continued international success of UltraDEX, particularly at such an early stage in their launch of the UltraDEX range in France,” said CEO Jerry Randall.

“I am delighted with the continued commercial development of the UltraDEX brand both in the UK and internationally, and we look forward updating the market further throughout the rest of the year.”

“It's also great news that our new product, UltraDEX 'One Go', has been so quickly adopted by one of the leading pharmacy chains, Superdrug, demonstrating our ability to rapidly develop and launch innovative new products into the consumer self-care channel, and we are hopeful to extend its presence further.”