One of Mr Zarkin's triumphs was to help launch Kids' Aquafresh, a children's version of the adult toothpaste.

ECONOMIST: Children��s television

It also markets more than 25 vaccines, and makes over-the-counter products such as Tums indigestion tablets and Aquafresh toothpaste.

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The success of Aquafresh gum and Listerine mouthwash strips is inspiring innovative additions to gum, such as the milk-derived Recaldent and bleaches in Adams' Trident White brand.

ECONOMIST: Medical confectionery

The other was Aquafresh Whitening.

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