Bioprogress tries to freshen up its product portfolio

In a bid to rid the world of halitosis, Colgate Palmolive and UK company Bioprogress have joined forces to create super-toothpaste Max Fresh.

The product, which rolls out in the US this month, incorporates dissolving breath-freshening strips that Bioprogress claims trigger ‘explosions of breath freshness’. The company, better known for producing colostomy bags, should know all about big bangs.

If successful in the US, Max Fresh is poised for a worldwide launch.