Fluoride Action Network

Toothpaste: Natural Dentist expands children’s natural oral care product line (with fluoride)

Source: Woman Dentist Journal | January 28th, 2010

MEDFORD, Massachusetts–Natural Dentist, a company that develops and distributes a line of oral-care products formulated with scientific blends of natural ingredients, has introduced this winter a new toothpaste to its children’s natural oral care line.

The toothpaste, the Natural Dentist Cavity Zapper Fluoride Toothpaste, comes in a groovy grape flavor. Formulated to fight cavities and strengthen tooth enamel with fluoride, the toothpaste also helps prevent acid wear from soda and sports drinks.

The new toothpaste joins [t]he Natural Dentist children’s product line, which includes Cavity Zapper Fluoride Toothpaste and Cavity Zapper Fluoride Rinse. Both of these products come in a berry blast flavor.

The groovy grape toothpaste, like berry blast, has a smooth gel formula, and uses naturally occurring mica to add sparkle. Both toothpastes are formulated without SLS (sodium lauryl sulfate), a common foaming agent in toothpaste that can irritate the mouth, particularly for children who are prone to canker sores.

It contains fluoride for cavity prevention, herbal ingredients for oral health, and Xylitol. The Natural Dentist Cavity Zapper Fluoride Toothpaste in groovy grape should be available in grocery stores in February. Suggested retail price should range from $4.99 to $5.99.

“The Natural Dentist supports the family’s oral health by creating products for kids that help protect their teeth while making brushing more fun,” said Kristine Schreiber, Natural Dentist’s director of brand marketing.

“By adding a new toothpaste flavor to our children’s line, kids will have the opportunity to choose from two naturally delicious flavors–grape or berry–and parents can feel good about making a safe, natural, and effective choice for their child’s oral care.”

In addition to the new toothpaste, the Natural Dentist redesigned the packaging of its children’s line by incorporating the new logo with grape and berry characters. This completes the Natural Dentist’s rebranding initiative, which started in mid-2009.

Natural Dentist products are specially formulated to be effective without the use of alcohol, dyes, harsh chemicals and detergents, or artificial ingredients. Each product contains natural ingredients, which do not cause staining or burning, as well as herbal ingredients to help soothe and protect teeth and gums.

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Note from Fluoride Action Network.

On the same day that Natural Dentist announced its grape and berry flavored fluoride toothpastes for children, Colgate-Palmolive announced a new “fluoride-free” toothpaste for children.

January 28, 2010: Excerpt from page 2 of transcript of Colgate-Palmolive company fourth quarter year-end 2009 earnings conference call.

… As in 2009, our new product pipeline for 2010 is full. Let me share a few new product highlights with you. In the oral care category we are launching My First Colgate Infant & Toddler Toothpaste, a new line of toothpaste with a non-foaming fluoride-free formula that is safe if swallowed. It has a “no mess” dispenser and can be used along with the companion My First Colgate toothbrush…