AZ Ricerca Complete Freschezza Intensa toothpaste

AZ is a prominent Italian oral care brand that was originally established by the Angelini Group in 1968. For decades, it became a household name in Italy, known for its focus on research ('Ricerca') and clinical efficacy. In 1988, Proctor & Gamble acquired the AZ brand as part of its strategy to expand its dental care footprint in Europe.

Today, AZ is part of the global P&G oral care portfolio, often sharing technology and formulations with the Crest brand found in the US and the Oral-B brand in Europe. While the brand is deeply rooted in Italian consumer culture, the actual manufacturing is centralized in large-scale P&G production facilities, primarily in Germany, which serves as a major hub for their personal care products across the continent.