Colgate launches new Maximum Cavity Protection toothpaste

Colgate has announced the launch of a new toothpaste brand that focuses on offering a high standard of everyday cavity protection for users.

The Colgate Maximum Cavity Protection toothpaste features Sugar Acid Neutraliser technology that directly targets acids produced from free sugar in plaque. It has been clinically proven to provide greater cavity protection versus regular everyday fluoride toothpaste.

Using arginine, a naturally occurring amino acid, to neutralise the damaging acids produced by the breakdown of dietary free sugars, the product is designed to fight the development of dental caries, which remain a widespread problem.

Data from Public Health England suggests around 28 percent of five-year-olds and 33 percent of 12-year-olds in England have experience of dental decay.

All variants in the new toothpaste range contain 1,450 ppm fluoride, including a specially-formulated kids' variant that provides a milder mint flavour to make it more acceptable to younger children.

Colgate-Palmolive is the long-time market leader in the global toothpaste sector, commanding a 44.3 percent share of the sector as of the first quarter of 2014.