Ranir adds REMBRANDT brand to oral care product portfolio

GRAND RAPIDS, Mich. -- A leading global manufacturer of private label and value priced oral care products has acquired the REMBRANDT teeth whitening brand from Johnson & Johnson Consumer Inc.

The deal includes all intellectual property and rights to the REMBRANDT brand.  Terms of the deal were not disclosed.

REMBRANDT developed the original whitening toothpaste and later expanded its product offerings within the dental whitening category. The brand is synonymous with quality whitening products and provides Ranir an additional platform for the growing teeth whitening segment. While dental whitening products will be Ranir's initial focus with REMBRANDT, expansion into adjacent dental categories may be considered as future growth vehicles.

The acquisition of REMBRANDT gives Ranir another oral care trademark, along with its current Plackers brand, to complement the company's full portfolio of high quality, affordable store brand oral care products.  Ranir's manufacturing expertise, combined with its focus on consumer and customer insight driven product innovation will be instrumental in building upon 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," said 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. We believe that this strategy can provide Ranir an opportunity to drive additional household penetration, in the dental whitening category." 

Founded in 1979, Grand Rapids, Michigan-based Ranir products, which include some of the world's largest oral care store brands, can be found at major retailers in more than 40 countries. The owns, manufactures and markets the Plackers® brand.