Original-formula Cushion Grip gets relaunch

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Original-formula Cushion Grip gets relaunch

By David Salazar - 01/14/2019
A longtime player in the denture adhesive space is returning from hiatus. Miami Lakes, Fla.-based USPharma is bringing the Cushion Grip Thermoplastic Denture Adhesive back to shelves after Bayer Consumer Care sold assigned or licenses the multinational product rights to the company.

Cushion Grip was first introduced in the 1950s and was sold in the United States through 2014. The product — which USPharma said can hold dentures securely for four times longer than dental cream adhesives — is now being manufactured at USPharma’s Florida facility.

“We are delighted to manufacture and distribute this iconic brand of denture adhesive in its original formula to the 30 million wearers of denture plates in the United States, said Manesh Dixit, CEO of USPharma. “We have launched online sales through Amazon and are ready to ship to U.S. retailers. We have positioned ourselves to reenter the denture adhesive category as a premium alternative to value brands, such as Fixodent, Poligrip and Sea-Bond.”

The product currently is sold in a 1-oz. tube with a suggested retail price of $19.99