Many consumers may not have heard of Gleem, which, despite being only recently retired, has long been bested by toothpaste competitors like Colgate and Crest. Although parent company Procter & Gamble shelved Gleem in 2014, they rebranded the product as Crest Fresh and White, forced to wear the livery of a one-time market rival.

Procter & Gamble seems to have a soft spot for the brand, however, and have dusted off Gleem, using it to name their new line of affordable electric toothbrushes. The sleek, new toothbrushes are portable and battery-operated and come in black or white with a 2-minute timer, the dentist-recommended period one should spend brushing. The new brushes are battery operated and portable.