• by P.J. Bednarski  @pjbtweet, February 26, 2020

Colgate, which has already brought a recyclable toothpaste tube to market, is now launching  an organic, vegan, gluten-free collection of oral-care products called Zero. 

The toothpaste contains no artificial flavors, sweeteners, preservatives and color, while the mouthwashes are free from artificial flavors, sweeteners and dyes. 

Swallowing toothpaste is not advised, but also generally not harmful. And drinking mouthwash could cause problems. 

But there’s a growing market for toothpastes, like Tom’s of Maine, which Colgate-Palmolive  owns, and Dr. Bronner's and Burt’s Bees (the latter now owned by Procter & Gamble) that appeal to a distinct group of consumers who will go out of their way to buy all-natural products. More generally, consumers seem to be moving away from artificial ingredients in all types of foods. 

"Improving oral health is our top priority. As consumer preferences shift towards products containing [fewer] artificial ingredients, we wanted to ensure Colgate users had products that fit their lifestyles," said Greg Ross, general manager of the North American oral care division, in a statement.  

"Every Colgate Zero formula is clear, which helps signal to consumers that they are free from certain ingredients, while still delivering on all the protection you have come to expect from Colgate,” Ross added.

Almost exactly a month ago, Colgate-Palmolive announced it was acquiring health-conscious Hello Products LLC, a so-called premium oral care company, but the founder Craig Dubitsky and the CEO Lauri Kien Kotcher stayed on to continue to run Hello.

Last year, Colgate-Palmolive announced it would begin selling Tom’s of Maine toothpaste in recyclable tubes this year, and eventually extend that feature to its Colgate brand as well.