Tom’s of Maine Introduces Wickedly Good Toothpaste and Mouthwash for Wicked Fresh Breath

New Wicked Fresh!™ Toothpaste Utilizes Patent-Pending Botanical Extract and Pure Mint Oils; While Wicked Fresh!™ Mouthwash Zaps Bad Breath with Zinc

Kennebunk, Maine – April 28, 2010

Life’s wicked fresh moments – be it a first date, new business meeting or milestone event - can be impacted by bad breath. This spring, Tom’s of Maine is introducing a cool, new and natural way to battle bad breath with the launch of its Wicked Fresh!™ Toothpaste and Wicked Fresh!™ Mouthwash. Wicked Fresh! is the first toothpaste to feature the company’s patent-pending, flavorless botanical licorice root extract combined with a punch of powerful natural mint flavor oils for refreshing taste that will help banish bad breath.

Powered by the naturally sourced mineral zinc-chloride, Wicked Fresh! Mouthwash is non-alcoholic. It helps stop bad breath but without the burn found in conventional mouthwash and uses a proprietary blend of natural mint oils to deliver great taste and a clean, cool feeling in your mouth.

Bad breath is created by volatile sulfur compounds (VSCs) produced by bacteria in your mouth. In clinical testing, Wicked Fresh! Toothpaste and Mouthwash helped to inhibit VSCs and reduced bad breath for hours.

“Our new Wicked Fresh! line brings confidence and empowerment to those wonderful wicked fresh moments we experience every day, not to mention that in rigorous testing, consumers conveyed over and over how much they enjoyed this toothpaste,” said Ellen Saksen, Tom's of Maine toothpaste category manager. “Our Wicked Fresh! products combine long-lasting results with innovative natural ingredients to give a terrific option for fresh breath that’s good for you and good for the planet.”

Tom’s of Maine products, like Wicked Fresh! Toothpaste and Mouthwash are natural so you can count on no artificial colors, flavors, or preservatives and no animal testing or animal ingredients. Wicked Fresh! Toothpaste comes in a recyclable tube and is available in two wicked flavors: Cool Peppermint and Spearmint Ice. Wicked Fresh! Mouthwash packaging is made from single-source plastic so you can recycle from bottle to cap – even the tamperproof shrink-wrap is compostable. It’s available in Cool Mountain Mint and Peppermint Wave flavors.

In addition, by supporting Tom’s of Maine you help make a difference by supporting goodness in the world we share. Tom’s of Maine contributes 10% of its profits back to human and environmental goodness programs like Dental Health for All.

Tom's of Maine's New Wicked Fresh! Toothpaste and Mouthwash is available in stores nationwide and online. The suggested retail price for the 5.2 oz toothpaste is $4.29 and the 16 oz mouthwash is $4.99.

About Tom's of Maine

Tom's of Maine is a leader in natural personal care with a long-standing commitment to supporting people, communities and the living planet. For 40 years, the company 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. 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 many community organizations to support lasting, positive change that is good for the earth and us all. Visit us online at

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 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.