Colgate-Palmolive has announced the launch of the new Colgate MCP that will revolutionize the everyday oral care category it created with the introduction of Colgate MCP.
The newly introduced Colgate MCP toothpaste uses an improved formulation with the addition of arginine that strengthens teeth by up to four times.
It delivers on Colgate’s belief that everyone deserves a future they can smile about. It provides all the functional benefits of the original formula – strong teeth; healthy gums.
It now also provides 4X enamel strengthening power. The MCP + arginine formula has three ingredients that protect and provide 4X more strengthening Power* for teeth, including;
- Arginine: Feeds good bacteria to help defend against cavities and helps fight acids that drive the cavity process
- Fluoride & Calcium: Fortifies making the enamel surface stronger to help prevent cavities
The most common disease in the world is cavities. It is estimated that 2.3 billion people worldwide suffer from tooth decay in permanent teeth and more than 530 million children suffer from cavities in primary teeth. This global public health crisis has a major impact as cavities are a major contributing factor to physical, emotional, social, and economic difficulties.
The 2015 Kenya National Oral Health Survey Report, a Ministry of Health report on the country’s oral health status, shows that almost one out of every four children (23.9%) have got one or more cavities with 5-year-olds being the most severely affected with almost one out of every two children (46.3%) having one or more cavities. Adults suffer even more with one in every 3 adults having one or more cavities (34.3%.)
“As the worldwide leader in oral care and with our trusted Colgate brand in more homes than any other, Colgate-Palmolive has the opportunity to address the issue of cavities…,” said Vijay Ameta, General Manager, East Africa. “We’ve got the Colgate Kenya team, the Kenya Ministry of Health, our retail partners, Kenya’s dental professionals with the right motivation to reimagine a healthier future for all.”
Colgate also invests in oral care education through its Bright Smiles Bright Futures (“BSBF”) Programme, partnering with schools around Kenya to help fight against cavities. Established in 1991, Colgate’s BSBF Program has reached more than 1.4 billion children in more than 100 countries around the world with more than 10 million children in Kenya. It is an educational program aimed at teaching children the correct oral health routine and habits such as correctly brushing their teeth and eating healthily. Thus, BSBF promotes health equity, optimal health, and wellbeing, and leads global social impact efforts that empower children and families to achieve healthy and bright futures.
The use of the new MCP toothpaste is aimed at reducing the occurrence of cavities which may cause the inability to bite hard food, difficulty in chewing, days missed at school because of tooth problems, and a significant dent in self-esteem.