Burt’s Bees moves into oral care with natural toothpaste line

By Katie Nichol

- Last updated on GMT

Natural personal care company Burt’s Bees has entered the oral care market with the launch of a natural toothpaste line.

The six toothpastes are available across three benefit platforms, Multicare, Whitening and Kid’s, and both fluoride and fluoride-free versions are available.

“Our natural, effective toothpaste is clinically proven to improve oral health,” ​Garrett Putman, US Brand Manager for Burt’s Bees told CosmeticsDesign.com USA, adding that it is the first and only toothpaste line to be certified by the Natural Products Association (NPA).

All-natural ingredients

The toothpastes contain cranberry extract, which according to Burt’s Bees, is known to block bacteria from adhering to teeth and gums, helping to prevent the formation of plaque.

In addition, calcium and phosphorous help to promote strong and healthy teeth, Xylitol acts as a natural sweetener, and silica whitens teeth by gently removing surface stains.

A double-blind clinical trial was carried out by an independent third party, where subjects were evaluated by dentists and also required to answer a questionnaire about the aesthetics and performance of the products.

“With regular brushing, our toothpastes prevent cavities (fluoride versions only), reduce plaque, whiten teeth, and freshen breath,” ​Putman said.

Natural oral care market

This is not the first foray into the oral care market for Burt’s Bees, which previously sold a line of natural toothpastes several years ago under the ‘Doctor Burt’s’ sub-brand.

“When we discontinued the line, we made the strategic decision not to return to the oral care category until we had a formula that could set us apart from the competition and deliver something wonderful to consumers,” ​explained Putman.

According to Burt’s Bees, demand for natural personal care products is spurring growth across many market categories, including oral care.

“The natural toothpaste sub-category is growing faster than any other segment within the overall oral care category (FDMx data),” ​said Putman.

“That said, we think there is a clear opportunity for Burt’s Bees to enter the category in a big way and leverage our brand equity and awareness to educate consumers about the benefits of using natural toothpastes,” ​he added.

According to Putman, the company is planning to invest significant resources in launching the line, with national advertising, consumer sampling and in-store activity.

Related topics: Market Trends

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