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Perrigo's Ranir division purchased the brand, which includes a portfolio of antibacterial toothbrush protectors, children’s products and tongue cleaners, for an undisclosed amount from Bonfit America.

 

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PERRIGO'S RANIR SUBSIDIARY ACQUIRES STERIPOD, A BRAND OF ANTIBACTERIAL TOOTHBRUSH PROTECTORS, CHILDREN'S PRODUCTS AND TONGUE CLEANERS, FROM BONFIT AMERICA.


Perrigo Co. PLC uses the acquisition strategy it’s emphasizing to accelerate growth – bolt-on – as its Ranir Global Holdings LLC subsidiary acquires the Steripod brand of toothbrush and razor accessories.

The division purchased the brand, which includes a portfolio of antibacterial toothbrush protectors, children’s products and tongue cleaners, for an undisclosed amount from Bonfit America Inc., Perrigo announced on 6 June.

“This small tuck-in acquisition of Steripod nicely complements our current portfolio of oral self-care products and leverages our innovative manufacturing and marketing platform,” state Perrigo president and CEO Murray Kessler.

Perrigo purchased Ranir for $750m in May 2018. Grand Rapids, MI-based Ranir markets the Rembrandt toothpaste and whitener and Placks floss brands and is the leading oral care private label provider with more than 300 oral care solutions in all. (Also see "Ranir Oral Care Deal Could Brighten Perrigo's Turnaround Chances" - HBW Insight, 13 May, 2019.)

In the announcement of acquiring Steripod from Culver City, CA-based Bonfit, Kessler suggested Perrigo planned to expand the line into Europe.

Emerging Niche Market
Steripod’s products are designed to improve sanitation in the bathroom, which are “breeding grounds” for cross contamination of germs, the company says.

The brand’s toothbrush protector is an easy-to-clip-on pod infused with fortified active favors of Thymol to keep bristles clean. The product retails for $3.99 for one pod or $6.99 for a two-pack.

The razor protector features a zinc anti-rust strip designed to keep blades sharper longer while protecting fingers from unwanted nicks and cuts, the firm says. The product lasts up to three months and retails for $4.99.

Accessories for bathroom toiletries and products is a relatively new market opportunity.

According to London market research firm Technavio, sales of accessories for improving sanitation in bathrooms, including for washbasins, tissue holders, towel hangers, soap dispensers, toothbrush holders and other features, are growing with consumer concern grows about sanitary hygiene has encouraged consumers to ensure the maintenance of hygienic bathrooms. The importance to health of sanitary and personal hygiene practices is driving the demand for bathroom accessories such as antimicrobial toilet seats.

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