Procter & Gamble (P&G) has filed suit against Be Well Marketing Inc., claiming the manufacturer of teeth whitening products is violating the Fortune 500 company’s patented technology.

Be Well Marketing, which handles private label products, violated several of P&G’s patents by manufacturing and distributing its Dental Strips brand, P&G says in its suit. P&G has been selling its Crest Whitestrips for more than 10 years.

“By filing a lawsuit against Be Well Marketing, we are taking steps to protect this investment and our business,” Deborah P. Majoras, P&G’s chief legal officer, told the Wall Street Journal yesterday. 

According to that report, a spokesman for Be Well Marketing said the company plans to fight the suit.