Ranir Acquires REMBRANDT Teeth Whitening Brand

Ranir, a global manufacturer of store brand oral care products and value branded oral care products under the Plackers trademark, has acquired the REMBRANDT teeth whitening brand from Johnson & Johnson Consumer Inc. The deal includes all intellectual property and rights to the REMBRANDT brand. Terms of the deal were not disclosed.

REMBRANDT developed the original whitening toothpaste and later expanded its product offerings within the dental whitening category. The brand is synonymous with quality whitening products and provides Ranir an additional platform for the growing teeth whitening segment. While dental whitening products will be Ranir's initial focus with REMBRANDT, expansion into adjacent dental categories may be considered as future growth vehicles.

The acquisition of REMBRANDT gives Ranir another oral care trademark, along with its current Plackers brand, to complement the company's full portfolio of high quality, affordable store brand oral care products, say company officials. Ranir's manufacturing expertise, combined with its focus on consumer and customer insight driven product innovation will be instrumental in building upon the strong whitening heritage of the Rembrandt brand.  

"We are very excited about the acquisition of the REMBRANDT brand and the unique opportunity it presents to fill a consumer need in value oriented oral care whitening solutions," says Rich Sorota, president and chief executive officer of Ranir. "Through our strong retail partnerships, we are already helping provide access to affordable oral self-care with store brand products that offer an exceptional value. The REMBRANDT brand platform will complement that portfolio and will provide consumers an unsurpassed whitening experience, at an affordable price. We believe that this strategy can provide Ranir an opportunity to drive additional household penetration, in the dental whitening category. 

"The acquisition of REMBRANDT is a clear fit with our purpose of delivering affordable, healthy smiles," Sorota adds. "The hard work of the entire global Ranir team has positioned our company as category leaders in store brand oral care solutions. Building REMBRANDT as a value brand in the oral care space is a logical transition for Ranir and one that we believe will position us strongly for continued growth."