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March 30, 1993|By PATRICIA SEREMET; Courant Staff Writer

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Like a acceptable dentist, Sheffield Laboratories in New London begin a atrium and abounding it.

The 143-year-old tube and toothpaste architect detected a baby but assisting aperture in the added than $1 billion-a-year toothpaste market.

Sheffield makes and bales added than 30 “private-label” toothpastes to the blueprint of its customers, who again advertise it beneath their own labels.

Finding that alcove has accustomed a aggregation that already was in defalcation about-face the bend to profitability.

After 136 years of authoritative tubes and a few kinds of toothpastes, Sheffield begin itself in bankruptcy, in allotment because it had bootless to accumulate up with competitors.

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But alike afterwards accepting a new buyer in 1986, the aggregation connected to attempt for an identity.

Tube-maker or toothpaste-maker? Sheffield was both, but which would about-face it into a money maker? The aggregation had four afterwards years in the red. Again in 1990, back Sheffield began to apply on the private-label market, its fortunes changed.

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In 1991, it managed to clasp out an $88,000 profit. Again aftermost year, balance surged about fivefold, to $411,000 on sales of $4.5 million.

Last month, as allotment of its profit-sharing plan, Sheffield broadcast $104,000 amid its 55 employees. That represented 5 1/2 weeks pay for anniversary worker, and for affecting effect, the money was broadcast in dollar bills.

Sheffield assuredly fabricated a accumulation for itself because it absitively to accomplish toothpastes for others.

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“We do all the assignment — they get all the glory,” said business and sales administrator Bruce Batson, 33, anecdotic Sheffield’s role in the toothpaste-making game.

Looks like Crest, smells like Crest, tastes like Crest, capacity apprehend like Crest … but fabricated at Sheffield, it’s “Snocap.” That’s the clandestine characterization that Aldi’s, a alternation of grocery

stores in the midwest, gives to its toothpaste.

Snocap is abandoned one of the added than 2 1/2 dozen altered toothpastes that Sheffield makes in its factory, a dark, dank-looking architecture on a active avenue at the bend of city New London.

If a architecture could be accused of accepting tartar buildup, it would be Sheffield’s.

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But inside, it’s a altered story. One afternoon this month, spearmint and menthol were the exhilarant scents of the day. Alike continuing in a stairway abroad from the allowance area the toothpaste is made, the minty-fresh aromas overpower.

“Smells like Kosher toothpaste is actuality fabricated today,” Batson said, sniffing the mentholated air. Kosher toothpaste? That’s right. Alike comes packaged with its own Passover toothbrush.

It’s one of abounding abstruse brands fabricated at the New London plant. Given Sheffield’s deluge of pastes, one could besom afore and afterwards every bite, never apperception every meal.

In the toothpaste market, Crest is the acknowledged leader. Neither Snocap nor Kosher are adorable to t the toothpaste titan. They’re aloof options for the arbitrary brushers of the marketplace.

Consumers in 1992 spent $1.1 billion on toothpaste in supermarkets and drugstores alone, according to Informational Resources, Inc. Crest represented 31.2 percent of those sales, and Colgate 22.1 percent.

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Private-label and all-encompassing toothpastes had a 1.7 percent bazaar allotment in 1992, up from beneath than 1 percent in 1988. Heather Hay, an analyst with Salomon Brothers declared it as authoritative “very, actual slight inroads” into the all-embracing toothpaste market.

But the Wall Street Journal in a Nov. 30 commodity appear private-label sales in 1992 added 43 percent over the antecedent year. For a baby close such as Sheffield, that represents adorable potential.

“The affection is aloof as acceptable as the civic brands,” Batson says about private-label toothpastes. “And clandestine labels do bigger in a recession.”

Besides, Batson believes that Sheffield is well-positioned in the exchange because it has few competitors.

“Last year we went to the Clandestine Characterization Manufacturers Association Show, and we were aloof swamped,” he says. “We were the abandoned one authoritative aloof toothpaste.”

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In accession to Kosher toothpaste and Snocap, Sheffield makes Nature’s Bounty Baking Soda Toothpaste, Shane, the “performance toothpaste” with aloe vera. There’s Tru-Dent with bonemeal, papain and dolomite — you charge a allure amount to amount out what’s in that.

There’s Desert Essence, the accustomed Tea Timberline Oil Toothpaste fabricated with a appropriate oil that comes from a timberline in western Australia. And what’s this — chocolate-flavored toothpaste from Neiman Marcus? Tom Faria, 66, who has endemic a barometer and tachometer-making aggregation in Montville back 1955, bought Sheffield in 1986 back it went bankrupt.

According to aggregation lore, the man who started the aggregation in 1850 was the man who invented toothpaste — New London dental surgeon and chemist Washington Wentworth Sheffield.

His son Lucius Tracy Sheffield came up with the abstraction to put toothpaste in tubes, and the aggregation grew as two separate

operations — tube accomplishment and toothpaste making.

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