Colodent squeezed out of top spot by P & G's Blend-A-Med paste

Until 1997 Colodent was the paste of choice and bought by every fourth Polish customer, according to MEMBR International's retail audit. Pollena Lechia covers at present about 30% of the toothpaste market, and Pollena's trade director, Donat Grzegorski, said he hopes the share will grow as consumers' choices are influenced by advertising campaigns. This year, Pollena's promotional campaign, supported by the company's new strategic investor, Germany's Beiersdorf, will focus on Colodent's price advantage: Its tubes are twice as cheap as foreign brands'. (Rzeczpospolita, page 13)