Tom's of Maine Introduces Its First-Ever Clinically Proven Natural Whitening Toothpaste

6/2/2011 – Kennebunk, Maine

New Natural Simply White Fluoride Toothpaste Helps Bring Back the Natural Beauty of Smiles

KENNEBUNK, Maine, June 2, 2011 -- Tom's of Maine announced today the launch of New Natural Simply White Fluoride Toothpaste, a new whitening choice clinically proven to whiten teeth with a formula that contains no bleaching agents or artificial flavors. Simply White has also earned the American Dental Association (ADA) Seal of Acceptance, a first for any natural whitening toothpaste.

Simply White toothpaste provides daily whitening, cavity protection and fresh breath all in one. Its effective formula  combines three naturally sourced silicas that combine to gently remove surface stains. Simply White, like all Tom's of Maine products, has no artificial preservatives, animal ingredients or animal testing.

"We know that over time the original white of your smile can fade," said Ellen Saksen, oral care associate brand manager at Tom's of Maine. "We carefully crafted Simply White to gently bring back the natural beauty of your smile and to offer a whitening alternative to products that rely on bleaching. We hope this natural option gives people the confident smile they want backed by our rigorous testing and the acceptance of the American Dental Association."

Simply White is available at retailers and online in Clean Mint and Sweet Mint flavors. The suggested retail price for new Tom's of Maine Simply White toothpaste is $4.99 for a 4.7 oz tube. The product with the ADA Seal of Acceptance will begin arriving in stores this July.

About Tom's of Maine

Tom's of Maine is a leading natural care company that sells high-quality toothpaste, mouthwash, dental floss, deodorant, bar soap, and body wash products.  Most of TOMs products are Kosher and Halal certified. The company has a long-standing commitment to supporting people, communities and the living planet.  For 40 years, Tom's of Maine has sponsored hundreds of non-profit efforts by giving 10% of its profits back to the community 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. 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 many community organizations to support lasting, positive change that is good for the earth and us all. Visit us online at http://www.tomsofmaine.com or on Facebook at www.facebook.com/tomsofmaine.

If you need any additional information about Tom's of Maine, please contact Susan Dewhirst, Media and Public Relations Leader. The best way to reach Susan is by email at sdewhirst@tomsofmaine.com. She can also be reached by phone at 207-467-2406.

For all other questions comments, please contact our Consumer Dialogue Department by email or at 800-367-8667.