Aquafresh is launching a new line of toothpastes made from 97% naturally derived ingredients.
Called ‘Naturals’, the range will launch with two flavours: Mint Clean and Herbal Fresh.
The toothpastes are packaged in recyclable materials and contain no artificial sweeteners, flavours or preservatives (rsp: £1.50).
They would “take advantage of the increase in consumer awareness of environmental issues, and allow retailers to provide a greater range for their eco-aware consumers”, said the brand.
Herbal Fresh will launch online-only in Sainsbury’s and Boots this month, and in-store later in the year. It will also roll into Superdrug stores in February, and into Tesco in June.
Aquafresh senior brand manager Hannah Rogers said the launch would provide “eco-conscious shoppers with a toothpaste made from natural ingredients, which is just as good for their teeth as traditional toothpaste”.
The use of 100% recyclable packaging formed part of the brand’s commitment “to make every tube of toothpaste fully recyclable by 2025”, she added.
It comes after the GSK-owned brand last year launched Bamboo for Kids, the first sustainable Aquafresh toothbrush for children.
However, Aquafresh certainly isn’t the only dental care brand brushing up its sustainability credentials.
GSK’s rival Colgate-Palmolive last year launched an aluminium toothbrush and unveiled the “first ever” recyclable toothpaste tube.