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GETTING KIDS TO BRUSH ... NATURALLY

 GETTING KIDS TO BRUSH ... NATURALLY
 KENNEBUNK, Maine, March 25 /PRNewswire/ -- Saccharin. Artificial


flavors and colors. "Sparkles." Every major brand of children's toothpaste contains one or more of these ingredients. But, are they really necessary? Will kids brush with a toothpaste that isn't neon green and super-sweet? The folks at Tom's of Maine are betting they will. This week the company introduced Natural Toothpaste for Children, the first and only natural toothpaste with fluoride which is made especially for kids.
 Not only is Tom's new Natural Toothpaste for Children free of artificial flavorings and colorings, but it is also the only major children's brand without saccharin. Instead, Tom's uses pure fruit extracts to give the new toothpaste a "yummy" fruit flavor that children love. It contains natural fluoride to help prevent cavities, and is relatively low in abrasion to help protect children's teeth.
 "Many parents want natural toothpastes for the whole family, including their children who don't always like the minty taste of adult toothpaste. They want their kids to brush, but not with super-sweet children's brands that are full of synthetic sweeteners and artificial ingredients," says Tom's of Maine co-founder Kate Chappell. "Our challenge was to create a natural toothpaste that children want to use and parents want to buy."
 Rather than using artificial flavors or sweeteners, something Tom's says it will never do, the company set out to create toothpastes with pure fruit extracts. This proved to be more difficult than it might sound. Tom's research team worked for several years to develop a unique gel-paste mixture that retains the natural sweetness of fruit extracts, without adding saccharin or preservatives. Orange, stawberry, banana and pineapple were blended to create two "child-approved" flavors, Outrageous Orange and Silly Strawberry, both of which were well received in consumer taste-tests.
 It is this kind of innovation, spurred on by customer suggestions, that has made Tom's of Maine the leader in natural personal care. Over the years, loyal customers have come to regard Tom's of Maine as a friend they can count on; a relationship that has been key to the company's success. In fact, every package asks the customer to "write and tell us what you think," an invitation that brings in over 100 letters each week. The end result is products that reflect many of the personal values and priorities of the people that buy them, and a company-customer relationship that extends beyond mere economics.
 The new Natural Toothpaste for Children is no exception. The package is designed to be both educational and entertaining, with information on ingredients, animals and recycling. Children are also invited to write Tom and Kate's eight-year-old son, Luke, about their own animals and recycling efforts. Every letter will be answered personally with a card and special cut-out bookmark featuring "fun facts about animals." This card reinforces the lesson of conservation, showing the children how to reduce paper use, reuse the bookmark, and recycle the used portion.
 Tom's of Maine expects its new Natural Toothpaste for Children to be available in food, drug and health stores this month. To lc?ate a retailer near you, please call 207-985-4961. A Commitment to Environmental and Social Responsibility
 Long considered the innovative leader in natural personal care products, Tom's of Maine was one of the first companies to take a stand for the environment. This tradition began over 20 years ago with the introduction of Tom and Kate's initial product, "Clearlake," the first non-phosphate liquid laundry detergent. Customers were encouraged to recycle Clearlake containers by sending them back to the company, postage-paid, to be refilled.
 In 1970 there were two people with a dream. Today that vision is embodied in an active community of people committed to respect for the earth and respect for people. As employees gathered to put this commitment into words, a Company Mission was born.
 Included in this Mission is a pledge "to be distinctive in products and policies which honor and sustain our natural world." This commitment helped to empower the company to creat this Natural Toothpaste for Children and to package it using recycled and recyclable materials. The mission challenges employees to put words into actions by using five percent of their work time for volunteering. The company also donates 10 percent of its pre-tax profits to support non-profit groups active in the arts, education, the environment, and human needs. Tom's of Maine -- Natural Personal Care Products for the Whole Family
 Natural Toothpaste Natural Deodorant
 Natural Toothpaste for Children Natural Anti-Perspirant
 Natural Alcohol-Free Mouthwash Natural Shampoo
 Natural Flossing Ribbon Natural Baby Shampoo
 Natural Shaving Cream
 -0- 3/25/92
 /CONTACT: Heidi Catano or Brian Holland of Tom's of Maine, 207-985-2944/ CO: Tom's of Maine ST: Maine IN: HOU SU:


TM-SH -- NEFNS1 -- 1339 03/25/92 07:31 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Mar 25, 1992
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