Colgate - Maximum Cavity Protection Plus Sugar Acid Neutraliser
Colgate-Palmolive is set to launch what it claims to be the first toothpaste made with technology that directly fights sugar acids.
Colgate Maximum Cavity Protection Plus Sugar Acid Neutraliser, launching in July, is made with a patented ‘sugar acid neutraliser’ that targets and neutralise sugar acids in plaque and helps to de-activate the acids before they harm teeth, the personal care giant said.
The toothpaste, in development for eight years, provided “nearly double” the protection against early decay compared to regular fluoride toothpaste.
“With increasing levels of sugar in our diets and the negative impact this has on our health, the need for a toothpaste with built-in ‘sugar acid neutraliser’ is essential in the fight against cavities,” said Foti Panagakos, worldwide director, research relations and scientific affairs, Colgate-Palmolive.
The ‘sugar acid neutraliser’ contains arginine – an essential amino acid found naturally in salvia which, when broken down by bacteria in the mouth, produces an alkaline by-product that neutralises sugar acids.
“Combining fluoride with ‘sugar acid neutraliser’ means this toothpaste can not only help stop, but also reverse early tooth decay,” he said. “Unlike traditional fluoride-based toothpastes, the NPD tackles the cause of tooth decay.”
The range comprises a toothpaste for adults (£3.79), a mild mint-flavoured variant for children, a mouthwash and a toothbrush.
Product available from DCS August 2014