Ultreo returns to power toothbrush market

Apr 26, 2010

It looks like Ultreo -- once a competitor to Procter and Gamble and Philips in the power toothbrush market -- is back.

After going out of business in late 2008 following a legal battle with Procter and Gamble and failed attempts to find new investors or a buyer, the company has reappeared with a revamped Web site and an active Facebook page.

"Ultreo was purchased recently by a set of investors with a long history in the dental industry," according to the company Web site. "The new Ultreo is based in Seattle, a hub for ultrasound technology and close to the University of Washington, where the Ultreo technology was invented. The new owners are passionate about Ultreo and are strongly committed to bringing this innovative technology back to the consumer and dental professional market."

Ultreo is currently looking for a manufacturing facility in the Seattle area, according to recent Facebook postings.

Repeated calls to Ultreo management for further comment were not returned, although a spokesperson did confirm that the company is focused on getting replacement heads for its toothbrush back in production and that they expect to have these on the market by June or July of this year.

"Our first priority is to build brush heads for the many thousands of Ultreo owners who have been patiently waiting for replacements," the company Web site states. "We will then shift our focus to producing handles and fully packaged goods."

Ultreo features patented ultrasound waveguide technology combined with sonic bristle action. The product will continue to be manufactured using this technology, according to the company.