Blendax
The Blendax GmbH was founded in 1932 in Mainz founded and produced there from 1936 to 2002 Nursery products and toothpaste , at times she was European-wide with 43 million tubes of toothpaste market leader.
The company, best known for the blend-a-med brand introduced in 1951 , has been part of the Procter & Gamble Group since 1987 .
founding
The word mark "Blendax" for dentifrices was registered in the German trademark register on January 4th, 1910. However, the Blendax plants were only founded in Mainz in 1932 by the brothers Rudolf and Hermann Schneider. The aim was to produce a toothpaste affordable for everyone, the production of which began in 1936. By the late 1930s, Blendax was Europe's largest manufacturer with around 43 million tubes of toothpaste. The product range was completed by other hygiene products such as shampoos , soaps , skin creams and mouthwashes .
Destruction and rebuilding
The main plant in Mainz on the Ingelheimer Aue was almost completely destroyed in the Second World War , and the undamaged branch in Gera was expropriated after the war. The Gera branch first existed as VEB Blendax, later as VEB Gerana and after the fall of the Wall as Gerana Cosmetic GmbH until it was closed in 2007 after bankruptcy. The original buildings in Gera on the city moat are still preserved.
The Mainz plant was rebuilt as early as 1946, toothpaste production resumed in 1949, and it wasn't until 1956 that the production of shampoo and bath foam was added again. The first children's toothpaste called Blendi was introduced in 1956 for the special care of milk teeth , and toothbrushes began to be produced in 1957. In the 1970s, the emitter 70 toothpaste was introduced.
blend-a-med
In 1949, the Mainz pharmacist Hertha Hafer offered the Blendax-Werke the original formula she had developed for the blend-a-med toothpaste . 1951 began the production of the blend-a-med toothpaste, the first medical toothpaste in Germany, which was initially sold in pharmacies and through dentists.
As a consequence, the decision was made in the same year to found blend-a-med research , a department that, from 1953, dedicated itself specifically to the development of products for the prophylaxis of tooth and oral diseases.
Known products
dental care
- blend-a-med
- blend-a-med Formula Z
- Blendax anti-covering
- Blendi
- Formula M
- Radiator 70 , Radiator 75 and Radiator 80
- Blendax Fluor Super
Hair care
- Shamtu
- Tosan
personal hygiene
- Chamomile
- Creed
- cliff
- Do7
takeover
In 1987 the family business was taken over by the US consumer goods group Procter & Gamble. Initially, the takeover led to a further strengthening of the location, as Procter & Gamble relocated its British toothpaste production to Mainz in 1989, making the city on the Rhine one of Europe's central oral hygiene locations. In 1993 the production of personal care products in Mainz was stopped. The production of toothpastes and toothbrushes was continued at the Mainz site until 2002 before production was relocated to the Groß-Gerau site (formerly Richardson Wicks). Toothpaste of the brands blend-a-med and Blendi is still produced there today.
Web links
- blend-a-med research. In: blend-a-med.de. Procter & Gamble, archived from the original on March 28, 2013 ; Retrieved April 13, 2013 .
- High poker. The consumer goods multinational Procter & Gamble has made it: Blendax goes American. In: Rudolph Augstein (ed.): Der Spiegel . No. 33 . Spiegel-Verlag, Hamburg 1987 ( online ).