SPARKLES ARE NICE ON A PRINCESS, BUT IN HER TOOTHPASTE?

Kennebunk, Maine – September 20, 2011

TOM'S OF MAINE SHARES WHAT'S INSIDE ITS NATURAL SILLY STRAWBERRY KIDS TOOTHPASTE AND A SPECIAL BACK TO SCHOOL OFFER

KENNEBUNK, Maine, September 20, 2011 – It's cute when little ones dress up as a princess or superhero, but do you need a toothpaste that dresses up its look with sparkles or artificial dyes as part of your back-to-school routine? As school resumes around the country, Tom's of Maine is inviting parents to take a second look at their child's toothpaste and consider switching from saccharin to strawberries this year. With no artificial dyes or sweeteners, Tom’s of Maine Children's Anticavity Silly Strawberry Toothpaste has real strawberry flavor derived from strawberry extracts and other natural flavors and is the first and only natural kids toothpaste to earn the American Dental Association's Seal of Acceptance for cavity prevention.

"We teach our kids to brush their teeth twice a day but most of us don't take time to read what's inside the tube," said Susan Dewhirst, PR and Goodness manager at Tom's of Maine, and mother of an active four-year-old. "As parents, we can have a big impact on our children's future habits by making small changes to their everyday health routine, like switching them to use a natural, cavity preventing toothpaste and brushing along with our kids to make the activity more fun and engaging."

Tom's of Maine invites families to participate in the Tom's of Maine Silly Strawberry Swap in their house by swapping out their traditional toothpaste for the naturally sweet flavor of strawberries and other natural flavors with no artificial dyes, flavors or sweeteners. Tom's of Maine is offering a special back-to-school trial offer at www.tomsofmaine.com/products/oral-care/childrens-toothpaste/silly-strawberry, while supplies last.

Find Tom's of Maine Silly Strawberry toothpaste in the children's toothpaste section at retailers nationwide. The suggested retail price is $3.79. As with all of its products, Tom's of Maine donates 10% of its profits back to the community.

About Tom's of Maine
Tom's of Maine is a leading natural products company focused on oral and personal care. Tom's of Maine sells high-quality toothpaste, mouthwash, dental floss, deodorant, bar soap and body wash products. The company has a long-standing commitment to supporting people, communities and the living planet. For over 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. 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 community organizations to support lasting, positive change. Visit us online at http://www.tomsofmaine.com or at https://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.