Tom's Of Maine Is Good To Your Sensitive Teeth And The Planet, Debuts Maximum Strength Sensitive Fluoride Toothpaste

Kennebunk, Maine – August 25, 2009

If you’re one of the millions of Americans that have sensitive teeth, you know that the discomfort can really get in the way of enjoying your morning coffee or a bowl of ice cream. This summer, Tom’s of Maine is offering consumers the first all-natural fluoride sensitive toothpaste with the added benefit of environmentally sensitive packaging and manufacturing.

A first in the oral care category, Tom’s of Maine Maximum Strength Sensitive Toothpaste combines cavity protection with naturally-sourced potassium nitrate to soothe sensitive teeth and deliver effective oral care without additives, artificial preservatives or harsh chemicals. Tom’s uses uniquely sourced potassium nitrate from naturally occurring nitrate ore rather than synthesizing it from the chemicals like ammonia and nitric acid. Potassium nitrate is the same effective FDA-approved ingredient for pain relief used in leading brands but with this innovation Tom’s of Maine is the only brand to source it from nature.

For the growing number of Americans suffering from sensitive tooth pain, this is the first natural solution with the cavity protection of fluoride. As active ingredients, potassium nitrate reduces and relieves sensitivity pain caused by the exposed dentin on the tooth surface, while the fluoride safely and effectively prevents tooth decay. In two independent clinical studies, 100 percent of participants reported reduced sensitivity after using Tom’s of Maine sensitive toothpaste. Like all Tom’s of Maine products, no parabens, artificial colors, ingredients, flavors or sweeteners are in the new Maximum Strength Sensitive Toothpaste.

At Tom’s of Maine, every level of the organization is committed to promoting natural health, caring for the community and giving back to the earth. Behind every Tom’s of Maine product is a series of good business practices, from eliminating carbon dioxide emissions by using wind energy, to offering 100 percent recyclable packaging, to donating employee time and company profits to charitable organizations. Tom’s of Maine believes that every part of the company should be inspired to make a difference in today’s world.

“Consumers told us they wanted a sensitive toothpaste that was naturally-sourced, but still effective and refreshing,” said Ellen Saksen, Tom’s of Maine toothpaste category manager. “Through our meticulous selection of ingredients, coupled with our commitment to improving our community, consumers who suffer from sensitivity now for the first time have an all-natural choice that has been clinically proven to care for their teeth.”

With the help of birch trees, mint plants and other natural ingredients, the new toothpaste comes in two refreshing flavors Soothing Mint and True Mint, an SLS–free option. Tom’s of Maine’s New Maximum Strength All-Natural Sensitive Toothpaste will be available in stores nationwide in September 2009. The suggested retail price for the 4 oz. tube is $5.99.

About Tom's of Maine 
Tom’s of Maine is a leader in natural personal care with a longstanding commitment to putting good, socially responsible business practices first. For almost 40 years, the company has donated 10% of its profits back to the community and it encourages employees to volunteer by giving 5% paid time off. Each day, Tom’s of Maine employees contribute to high sustainability standards and their ideas from wind power to recycled and recyclable packaging 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. Right now, Tom’s of Maine is looking to reward organizations making a difference in their community by asking the public to help direct funding to the grassroots projects they care about most through it’s 50 States for Good program.

Note: High Resolution Photos of Tom's of Maine New Maximum Strength Sensitive Fluoride Toothpaste can be downloaded here.

Contacts:
Susan Dewhirst
sdewhirst@tomsofmaine.com
(207) 985-1188, ext. 145 

Kim Erlichson
kim_erlichson@cohnwolfe.com
(212) 798-9784

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.