Colgate rolls out single-use toothbrush/toothpaste

PD has been covering toothpaste and toothbrushes a lot lately, and it's not stopping now. Colgate-Palmolive is combning the two with its launch of Wisp, a toothbrush equipped with a dab of toothpaste, planned to debut on April 6. The company thinks portable Wisp could clean up in the on-the-go toothcare market. Designed for traveling, at-office use, camping and use anywhere, Wisp was several years in development, according to Colgate.

The disposable mini-toothbrush has a sugar-free, “breath-freshening bead” in its bristles. The bead dissolves during brushing, eliminating the need for toothpaste. The label says there's no need to rinse, making easy to brush at work or on the go. Blister-packed in counts of four, and then overcartoned, Wisp is available in different flavors, including peppermint, cinnamint and spearmint. Part of Colgate’s new push to boost innovation and improve its product line, the new product is one of a series of novel personal-care and household items that could expand the company's customer base in mature markets in the U.S. and Europe. The liquid is safe to swallow, the label says, is nonfoaming and leaves no residue. The mini brush head can be used on the surface of teeth while a soft pick on the handle base can be used in the spaces between teeth.