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Chesebrough-Pond’s USA, which has been aggressively marketing its new Mentadent baking-soda-and-peroxide toothpaste, has hit a snag. A regulatory obstacle could delay or derail a rollout expected later this year.
Citing Mentadent’s in-dispenser combination of baking soda, hydrogen peroxide and sodium fluoride, the Food and Drug Administration has informed the Lever Bros. unit that the product should have won approval as a “new drug” before entering the market.
The letter also challenges some claims made in packaging and promotional material about combating gum disease.
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