Colgate-Palmolive announced its Colgate Zero line on Monday.
The products include toothpaste, including two for children as well as mouthwash and toothbrushes.
The company says Colgate Zero Toothpaste is formulated with 0% artificial flavors, sweeteners, preservatives, and colors. They say the toothpaste strengthens enamel and provides clinically-proven cavity protection.
It appears to take aim at the same younger, more health- and eco-conscious demographic that buys from niche, smaller competitors.
It may also help Colgate better compete with its largest competitor, Procter and Gamble, which makes Crest products and owns Burt’s Bees Purely White and Native Toothpaste, which is a natural brand.
For more information on Colgate Zero, visit colgate.com.