Colgate births new brand extension of its toothpaste

Leading global brand, Colgate Palmolive has introduced into the Nigerian market Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser.

The company claim that the toothpaste is described as the first and only family toothpaste with a sugar acid neutraliser technology and fluoride.

During the media unveiling, the Colgate Marketing Director East and West Africa (EWA) Mr. Chris Hall described the product as the most advanced cavity protection for the entire family’s oral health. “The first toothpaste for the whole family with the exclusive Sugar Acid Neutraliser technology, it fights cavities by neutralising sugar acids right in the dental plaque,” he said.

According to Hall, the toothpaste is a major breakthrough in the treatment and prevention of tooth decay, noting that with twice daily use, the product which contains Sugar Acid Neutraliser formula works to neutralise harmful acids that are formed by bacteria from sugar, to reduce early caries. He said the product also strengthens and restores enamel to help prevent cavity formation.

“Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser toothpaste has been demonstrated in various clinical studies to be more efficacious at reducing cavities than conventional toothpaste with fluoride alone,” he said.

Also, Colgate Professional Manager EWA, Mr Cheslin Twigg, said: “The fluoride in Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser works to reduce and prevent cavities by strengthening teeth and decreasing de-mineralisation by acids. The Sugar Acid Neutraliser technology works to create a healthy environment for the teeth by increasing the plaque pH and further preventing demineralisation and promoting re-mineralisation of the teeth. Together, Sugar Acid Neutraliser technology and Fluoride help arrest and reverse the caries process by decreasing demineralisation and increasing remineralisation much more effectively than fluoride alone and these results in less cavitation than fluoride alone.”

He said Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser works in two ways. “It treats the cause of cavities by targeting acid produced from sugars by bacteria in plaque, in addition to providing the conventional benefits of fluoride.

In contrast, traditional cavity treatments based upon fluoride alone focus solely on treating the symptoms of caries by strengthening the teeth,” he noted.

Meanwhile, Colgate Palmolive Nigeria General Manager, Mr. Davis Kanyama noted that the company will continue to avail Nigerian market with quality and specially formulated products that ensure oral wellbeing of discerning consumers.

He said Colgate is known for continuous improvement, global teamwork and care, backed by over two centuries of experience and maintain number one market share in 146 counties globally.

“We have built a hallmark of exceptional global consumer products including toothpastes and brushes for our consumers, shoppers, customers and professionals in 223 countries.