New Whitening with Fluoride Toothpaste

New Zealand’s leading brand in sustainability, ecostore, is today launching its first toothpaste with fluoride, ‘Whitening with Fluoride’, in select supermarkets and specialty stores across New Zealand.

Ecostore’s new ‘Whitening with Fluoride’ toothpaste includes active ingredients such as baking soda and sodium monofluorophosphate to fight cavities, strengthen enamel and gently whiten, leaving a fresh clean without compromise.

Ecostore’s group research and development director, Huia Iti, said the new product allows them to honour their customers’ right to choose between a fluoride and non-fluoride toothpaste, while also meeting the growing demand for a naturally derived whitening toothpaste, that also contains fluoride.

“In recent years, there has been an increased demand for natural products across the board, with one in three consumers wanting natural and eco-friendly products, from ingredient conscious shampoos to body washes, to oral care, including toothpaste and mouthwash.

“Research has shown consumers are wanting a naturally derived toothpaste that is free from SLS, triclosan and parabens that can be found in other toothpastes, while having the reassurance of an active ingredient like fluoride, which is proven to be effective in preventing tooth decay and cavities.”

Ecostore’s new ‘whitening with fluoride’ toothpaste also helps whiten teeth naturally. Studies published have showed that baking soda is an effective stain remover and whitening ingredient for oral care. Within the natural toothpaste category, whitening is also one of the fastest growing segments at +4.5%.

Iti says the surge in the use of virtual meeting platforms, such as Zoom, since the onset of the pandemic has changed how people think about their appearance.

“More specifically, they can’t help but notice their teeth. Generally speaking, people don’t usually talk to themselves in the mirror previously, and they have suddenly become very conscious of how their teeth look. The “Zoom effect” has resulted in a surge in demand for whitening toothpaste.”

Ecostore first entered the natural oral care market in July 2018 with its ‘Complete Care’, ‘Whitening’ and ‘Propolis’ fluoride-free toothpastes, as well as its ‘Complete Care’ mouthwash and plant-based toothbrushes.

The toothbrushes and toothpaste tubes are recyclable through the company’s oral care recycling programme, where ecostore will collect the brushes and toothpaste tubes from consumers via post and collection bins at key retailers.