STUNNING shelf appeal   Very high quality advanced formula toothpastes   NOT OWN LABEL fighters, contain the highest level of ingredients and formulations   Ultra Active and Oxygen White are bench marked to far exceed Colgate Total Formulas   Fresh Active - Contains micro cleaning crystals + calcium   Ultra Active - Contains APS™ advanced protection system + calcium + micro cleaning crystals + long lasting care   Oxygen White - Contains AWS™ advanced whitening system + calcium + micro cleaning crystals, long lasting care.   Blind tasted nationwide, taste very good - take the challenge yourself!   Very competitive retails/margins   Stocked by nationals