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Theodent toothpaste packaging wins Red Dot recognition

Theodent's fluoride toothpaste has won the Red Dot recognition for its innovative product design encompassing the chocolate-inspired packaging for its toothpaste.

The packaging consists of copper-colored box and a dark-brown tube, with cues from Theodant’s proprietary chocolate extract, Rennou, to incorporate the chocolate theme into the design.

Theodent president and CEO Arman Sadeghpour said two years in product development and design has ultimately bore fruit.

According to the firm, it has now joined the likes of Apple, Mercedes-Benz, Flos, Droog and Audi in terms of industrial design.

The Red Dot design award is a international design competition that has been in place since 1953.