THE WHAT? Following on from its recent acquisition of oral care lifestyle brand Hello, Colgate-Palmolive has launched a new range aimed at the health-conscious family market.
THE DETAILS Colgate Zero, as the sub-brand has been dubbed, contains no artificial flavors, sweeteners, preservatives or colors and is billed as both vegan and gluten-free.
The line up comprises a toothpaste for adults, two for children, BPA-free manual toothbrush and two variants of mouthwash.
THE WHY? Greg Ross, General Manager, Oral Care, North America at Colgate-Palmolive explained, “As consumer preferences shift towards products containing less artificial ingredients, we wanted to ensure Colgate users had products that fit their lifestyles. 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.”