Colgate Zero cuts out artificial ingredients

Colgate is looking to make a step in the world of clean oral care products.

With the launch of its new Colgate Zero line, which does not contain artificial flavors, sweeteners, preservatives or colors, the brand looks to also cut out anything artificial in the mouthwash category as well.

“Improving oral health is our top priority. As consumer preferences shift towards products containing less artificial ingredients, we wanted to ensure Colgate users had products that fit their lifestyles,” Greg Ross, general manager, oral care, North America at Colgate-Palmolive, said. “Every Colgate Zero formula is clear, which helps signal to consumers that they are free from certain ingredients, while still delivering on all the protection you have come to expect from Colgate.”

Featuring a line for adults as well as children, products in the collection include:

• Peppermint Toothpaste, which contains a micro-foaming formula, looks to give users a deep clean, cavity protection, strengthen the enamel, and freshen breath. It also comes in a spearmint variety;
• Mouthwash Fresh Breath, which looks to kill 99% of germs, has a natural peppermint flavor, and comes in two other variants — Mouthwash Healthy Gums and Mouthwash Strong Teeth;
• Toothpaste for Kids 2 to 6 Years, which aims to strengthen the enamel, protect against cavities and comes in a strawberry flavor;
• Toothpaste for Kids 3 to 24 Months, which contains a fluoride-free formula, offers a gentle clean for teeth and gums, features a baby-friendly mild fruit flavor, and is safe if swallowed; and
• Kids Manual Toothbrush, which is BPA-free and suitable for children 2 years old and older.

“The Colgate Zero Toothpaste for Kids 2-6 Years earned the ADA Seal of Acceptance after independent evaluation by dental experts found the product to be safe and effective in helping prevent tooth decay when used as directed,” Mia Geisinger, chair of the ADA Council on Scientific Affairs said.

Colgate Zero products will be available at such retailers as Walmart, Target and Amazon.com.