New Tom's of Maine SLS and Fluoride-Free Botanically Bright™ Whitening Toothpaste Hits Store Shelves

Whitening Toothpastes with Exclusive Blends of 100% Naturally Derived Ingredients

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Sep 05, 2012, 10:00 ET

KENNEBUNK, Maine, Sept. 5, 2012 /PRNewswire/ -- Tom's of Maine announced today nationwide availability of its new Botanically Bright whitening toothpaste, a SLS (sodium lauryl sulfate)-free and fluoride-free toothpaste that gives your mouth a foamy, clean feeling while helping to naturally whiten your teeth.

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"Our consumers have been asking us for a SLS and fluoride-free whitening toothpaste where they don't have to compromise on taste or foaming action, which we heard they experience in some SLS-free toothpastes," said Matt Smith, senior brand manager, oral care at Tom's of Maine. "Our innovation team created Botanically Bright to give consumers a SLS-free, fluoride free toothpaste that would not only whiten their teeth but would also give them that enjoyable brushing experience they are looking for."

Tom's of Maine Botanically Bright ingredients are 100 percent derived from nature and feature an exclusive blend of botanicals, such as soothing chamomile flower, certified organic aloe, bee propolis and plaque-reducing xylitol, as well as stevia extracts for sweetness and pure peppermint and spearmint mint oils to freshen breath. Botanically Bright helps remove plaque with regular brushing while naturally-sourced silicas whiten teeth without using bleaching ingredients.

Developed for health and specialty retailers, Botanically Bright whitening toothpastes are available in two flavors: Spearmint with Aloe & Chamomile and Peppermint with Xylitol & Propolis. The suggested retail price for the 4.7 oz tube is $5.99.

As with all Tom's of Maine products, Botanically Bright contains no artificial ingredients, synthetic additives and no animal testing or animal ingredients. It is also Kosher and Halal certified. In addition, the company gives 10% of profits back to the community.

About Tom's of Maine
Tom's of Maine is a leading natural products company focused on oral and personal care. TOMs sells high quality toothpaste, mouthwash, dental floss, deodorant, bar soap, and body wash products. The company has a long-standing commitment to supporting people, communities and the living planet. For over 40 years, Tom's of Maine has sponsored hundreds of nonprofit efforts by giving 10% of its profits back to organizations that support human and environmental goodness and encouraging employees to use 5% (12 days) of employee time to volunteer. Tom's of Maine employees regularly contribute suggestions for improving the company's high sustainability standards. And their ideas, from wind power to ways to improve recycled and recyclable packaging options, are critical to the company's sensitive way of doing business. Tom's of Maine enjoys partnering with its consumers, vendors and community organizations to support lasting, positive change that is good for people and the planet. Visit us online at http://www.tomsofmaine.com/ or at http://www.facebook.com/TomsofMaine.

SOURCE Tom's of Maine