GRAND RAPIDS, Mich. — Ranir LLC, maker of the oral care brand Plackers, has acquired the Rembrandt teeth whitening brand from Johnson & Johnson Consumer Inc.
Financial terms of the agreement weren’t disclosed. Ranir said Monday that the deal includes all intellectual property and rights to the Rembrandt brand.
The addition of Rembrandt enhances Ranir’s portfolio of affordable store-brand oral care products, the company said, adding that its manufacturing expertise and customer insight will be key to building on the strong whitening heritage of the Rembrandt brand.
“We are very excited about the acquisition of the Rembrandt brand and the unique opportunity it presents to fill a consumer need in value oriented oral care whitening solutions,” stated Rich Sorota, president and chief executive officer of Ranir.
“Through our strong retail partnerships, we are already helping provide access to affordable oral self-care with store-brand products that offer an exceptional value. The Rembrandt brand platform will complement that portfolio and will provide consumers an unsurpassed whitening experience, at an affordable price,” he explained. “We believe that this strategy can provide Ranir an opportunity to drive additional household penetration in the dental whitening category.”
Launched over 25 years ago, Rembrandt developed the original whitening toothpaste and later expanded its product offerings in the dental whitening segment. Ranir said that although dental whitening products will be its initial focus with Rembrandt, expansion into associated dental categories may be explored as future growth vehicles.
Ranir is a global manufacturer of store-brand and private-label consumer oral care products, including power and manual toothbrushes, teeth whiteners, dental floss and flossers. The company also manufacturers the Plackers brand, whose products include a wide range of flossers and other dental accessories and tools, such as picks, teeth whiteners, dental brushes, angle brushes, tongue cleaners and dental night protectors.
“The acquisition of Rembrandt is a clear fit with our purpose of delivering affordable, healthy smiles. The hard work of the entire global Ranir team has positioned our company as category leaders in store-brand oral care solutions,” added Sorota. “Building Rembrandt as a value brand in the oral care space is a logical transition for Ranir and one that we believe will position us strongly for continued growth.”