ARM & HAMMER BAKING POWDER TOOTHPASTE AND TOOTH POWDER

Executive Summary

ARM & HAMMER BAKING POWDER TOOTHPASTE AND TOOTH POWDER products are testing in southeastern U.S. markets and in Colorado. Marketed by Arm & Hammer baking soda manufacturer Church & Dwight, the two Dental Care products contain the active ingredient sodium fluoride as well as sodium bicarbonate. The powder alone is also test marketing in Washington State and Wisconsin. The power has been testing for approximately two years; the toothpaste has been testing for less time. The products, Church & Dwight's first specifically for dental care, have patented formulas and are promoted as plaque fighters. Packaging for the toothpaste notes that "more dentists and hygienists recommend brushing with baking soda as part of a program for healthier teeth and gums." In a submission to FDA about one year ago, Church & Dwight sought to demonstrate the safety and efficacy of fluoride tooth powders in order that the formulation be included in the OTC anticaries monograph. The firm told the agency that fluoride in tooth powder is "at least as available to the tooth" as fluoride in toothpaste. Princeton, New Jersey-based Church & Dwight is also promoting the dental care benefits of its Arm & Hammer baking soda alone. Baking soda boxes are flagged on front panels with the announcement: "Important news . . . baking soda is proven to remove plaque." Back panels note that baking soda is "clinically proven to remove plaque" and list instructions for brushing.