Now, there's toothpaste that foams

Ofresh foaming toothpaste has been introduced in the Pacific Rim. A regional market leader there, Ofresh chose a unique package for the unusual product and tops it with Airspray's (www.airspray.net) instant-foam-dispensing technology. Researched and developed in the U.S., the product represents a new concept in oral hygiene and dental care, and is marketed as a multiuse product (teeth cleaning, breath freshener and denture cleaning). BCF International, the agent for Ofresh, has introduced the brand in Asia, initially in Hong Kong, in leading retail chains, including Watsons, Circle K and UNY.

In mature categories such as toothpaste, consumers have responded well to the introduction of instant-foam variants. Airspray's one-touch mechanical polypropylene pump used with the new foaming oral hygiene toothpaste foams is based on the supplier's mini foamer often used to top small bottles and used in professional dental care applications, such as professional fluoride treatments. Ofresh may be the first foaming product in dental care. Available in 25-, 50- and 100-mL high-density polyethylene bottles, the tooth foam comes in Regular, Sensitive and Kids versions.