P&G sues over teeth-whitening strips

Procter & Gamble (P&G) has filed a lawsuit against Be Well Marketing, alleging that the private-label manufacturer and distributor of teeth-whitening products violated P&G's patented technology, according to a press release.

The April 2 suit says Be Well Marketing violated P&G's patents for its Crest Whitestrips business by manufacturing and selling its Dental Strips products.

"P&G has made significant investments in the innovations behind our Crest Whitestrips products," said Deborah Majoras, chief legal officer of P&G, in the press release. "We treat infringements of our intellectual property rights protecting these innovations very seriously. By filing a lawsuit against Be Well Marketing, we are taking steps to protect this investment and our business."

A spokesman for Be Well Marketing told DrBicuspid.com that the suit is a "David and Goliath story" and that the company plans to fight it.

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