bout 15 years after Close-Up electrified the toothpaste market and shocked a sleepy market leader, Colgate, has the gel segment reached the limits of its growth? The marketers of Anchor, best known as the �vegetarian� toothpaste, believe that it is possible to expand it, and use it to power the brand�s growth.

To add to its red gel variant, it has recently launched two flavours in quick succession, Icy Mint and Lemon Mint. One more variant is being squeezed out. As things stand, the gel segment accounts for a roughly one fifth share in the 90,000-tonne toothpaste market, the rest going to the traditional white paste brands. Colgate, and Hindustan Lever�s Close-Up and Pepsodent are the big boys who dominate the business.... more