Toothpaste that amazes your mouth

We want to revolutionise the feeling people have when they clean their teeth. We're looking for new sensations, new flavours, and new ingredients.

The challenge

As part of our commitment to the health and well-being of our consumers, we have set a target of changing the oral care behaviour of 50 million people worldwide by 2020.

Brushing teeth twice daily with a fluoride toothpaste can reduce tooth decay among children by 50%, compared to once-daily brushing – and we are always looking out for technological developments that will improve and differentiate our toothpastes.

Toothpaste that makes you want to brush

We'd be interested in working with partners who are developing ways to create a 'wow' factor in toothpaste, through new sensory experiences – taste, texture, even sound – new flavours, or new ingredients. This might mean a toothpaste that fizzes, or pops, or conjures a completely novel taste. As long as it leaves the mouth with a sense of freshness – and consumers will love it – we'd like to hear about it.

What we're thinking

We have some ideas of where innovation could help meet this challenge:

  • new ingredients or cooling agents which impart a feeling of freshness

  • phased sensory release methods

  • new natural ingredients like essential oils

  • technology from other industries - for example, makers of novelty confectionery

  • agents with enhanced foaming properties

  • particulate inclusion methods for delaying the release of sensations

What we need

We'd particularly like to hear from potential partners who have developed a technology that is either nearly or actually commercially available, and work with them to adapt their technology for our products. Any solution must achieve:

  • an impact on the tooth-cleaning experience for consumers

  • stability in aqueous solutions

  • required regulatory approvals

Could you help us create a better future?

If you have a design or technical solution that could help us meet this challenge, we'd like to hear from you.

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