Mentadent Protezione + Bianco toothpaste

Mentadent is a prominent oral hygiene brand with a complex history involving dual ownership and regional branding. Originally developed as a brand for fluoride-enriched toothpaste, it gained significant traction in the European market, particularly in Italy and the UK. Historically, the brand was closely associated with Unilever, which continues to own and market Mentadent in most of Europe and South America. In North America (the United States and Canada), however, the brand was sold to Church & Dwight in 2003.

The specific product shown, Mentadent Protezione + Bianco (Protection + White), is part of the European portfolio managed by Unilever. Manufacturing for these products typically occurs in European facilities, with a major production site located in France serving the continental market. Unilever, a British multinational, serves as the ultimate owner for this version of the product, overseeing its distribution through various local subsidiaries across the European Union.