Tom’s of Maine marks 35th anniversary by introducing Whole Care™ Toothpaste

Anticavity, tartar control, plus whitening benefits now available from natural ingredients

Kennebunk, Maine – August 18, 2005

Tom’s of Maine, the leader in natural oral care, marks its 35th anniversary by unveiling Whole Care™ Toothpaste.

Natural products are driving overall growth in the oral care category in health, specialty, and mass market stores as more people search for effective oral health products that don’t rely on artificial chemicals, sweeteners and preservatives.

Tom’s of Maine’s new Whole Care™ line delivers cavity prevention from naturally sourced fluoride, tartar control from zinc citrate, gentle whitening from silica, and a fresh, clean feeling mouth from genuine natural flavor oils like spearmint, wintermint, peppermint, cinnamon-clove.

“Our chemists, microbiologists, herbalists, medicinal plant scientists and oral health professionals have done a tremendous job creating Whole Care™ using the latest science of plants and minerals,” said Tom’s of Maine cofounder Tom Chappell. “Whole Care™ delivers great flavor, cavity prevention, tartar control, and whitening using natural ingredients—and proves the idea Kate and I started with 35 years ago: a company can be financially successful as well as socially and environmentally sensitive.”

Like all Tom’s of Maine products, 10% of all Whole Care™ profits are given back to communities, the carton is made of recycled paper, the tube is recyclable, there are no animal ingredients, and it was tested for safety and efficacy without the use of animals. We appreciate and offer generous benefits to all of our employees, and strongly encourage them to use 5% of their paid time volunteering in their communities.”

New Whole Care™ toothpaste offers the following benefits using natural ingredients:

  • Clean, fresh feeling mouth: Natural flavor oils, not artificial sweeteners like saccharin, leave your mouth feeling clean and fresh.


  • Fights cavities: Naturally sourced fluoride helps remineralize soft spots on teeth before they turn into full-fledged cavities and strengthens the tooth structure so enamel becomes more resistant to decay.


  • Controls tartar: Zinc citrate, a naturally occurring mineral, interferes with the calcification of plaque into tartar.


  • Gentle whitening: Natural silica (derived from sand) improves cleaning and gently whitens without using bleaching ingredients or harsh abrasives.


  • Clean, sustainable planet: Tom’s of Maine uses recycled and recyclable packaging and soy-based inks.

The new Whole Care™ Toothpaste is available in Spearmint, Wintermint, Peppermint and Cinnamon-Clove. The new Whole Care™ Gel Toothpaste is available in Spearmint, Peppermint, Cinnamon-Clove and Wintermint.

Founded in Kennebunk, Maine, by Tom and Kate Chappell in 1970, Tom's of Maine creates effective personal care products using simple, natural ingredients derived from plants and minerals. Tom's of Maine products—toothpaste, mouthwash, floss, deodorant, and soap—do not contain artificial sweeteners, preservatives, colors, flavors, or animal ingredients; are tested for safety and efficacy without the use of animals; are biodegradable; and are packaged in earth-friendly ways. Our philosophy of "Natural Care" guides us in doing what is right for our customers, employees, communities, and environment. We fulfill our Natural Care mission by donating 10% of our profits to charitable organizations; by encouraging our employees to use 5% of their paid time in volunteer work; by adhering to our standards of natural, sustainable, and responsible; and by not testing on animals.

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.