ds came onto the market to accommodate consumer preferences, including Macleans which was launched in 1923.
             The 1960's saw the introduction of fluoride into toothpaste - an element which helped protect and strengthen teeth. This development was followed in the 1980's with the addition of soluble calcium fluoride to fluoride toothpastes which help to strengthen teeth. It is therefore within the last thirty years that toothpastes two most important ingredients - calcium and fluoride - have been used.
             In 1987 Macleans was the first to include triclosan into their toothpaste, a move quickly followed by its competitors. In 1995 Macleans led the way in the toothpaste market again with the launch of Macleans Whitening toothpaste - the first mainstream toothpaste proven to whiten teeth safely that can be used on a daily basis. Recently there has been growth innovation in the market with the launch of multi-benefit and whitening toothpastes. (www.toothpasteworld.com/history.htm)
             The big changes in toothpaste began in the 1960s, when Crest introduced fluoride to its dentifrice. Continued scientific research has found new additives that prevent other kinds of dental deterioration, paving the way for dozens of new types of toothpaste. Another big scientific advance came about 15 years ago, when toothpaste makers discovered that adding pyrophosphates to toothpaste can help prevent the buildup of tartar. In the late 1990s, Colgate began adding something called Triclosan to its new line of Total toothpaste to help reduce plaque and gingivitis. There are also toothpastes with ingredients that help make teeth less sensitive to hot or cold. But the research doesn't stop there, said Clifford Whall, director of the American Dental Association's acceptance program for dental products. In recent years other manufacturers claim their new and improved products fight bad breath and whiten teeth, even more than regular toothpaste already does. Others a...