Colgate Introduces New Brand of Toothpaste in Nigeria, Revs to Become Market Leader

In a bid to take over the market leadership in the near future especially in the oral care segment of the personal care industry,Colgate Palmolive has unveiled the first and only family toothpaste with a unique sugar acid neutraliser technology and fluoride into the Nigerian market. 
The brand described as Colgate Maximum Cavity Protection Plus Sugar Acid Neutraliser was unveiled in Lagos at a media briefing to formally launch the technology driven product. 
Colgate Marketing Director EWA, Mr. Chris Hall described the new product as the most advanced cavity protection for the entire family's oral health. “The first toothpaste for the whole family with the exclusive Sugar Acid Neutraliser technology, it fights cavities by neutralising sugar acids right in the dental plaque.”
According to Hall, the new Colgate toothpaste is a major breakthrough in the treatment and prevention of cavities, noting that with regular twice daily use, the product which contains   Sugar Acid Neutraliser formula works to neutralize harmful acids that are formed by bacteria from sugar, to reduce early caries. He said the product also strengthens and restores enamel to help prevent cavity formation. “Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser toothpaste has been demonstrated in various clinical studies to be more efficacious at reducing cavities than conventional toothpaste with fluoride alone,” the company’s marketing director East and West Africa said.

L-R: Oral Care Consultant, Mrs. Oge Mac Johnson; Profession Manager, East/West Africa, Mr. Chestin Twigg; Marketing Director, Mrs. Hannah Oyebanjo and Brand Manager, Mr. Gbadesola Adenrele, all of Colgate Palm Olive Nigeria, during the Media Launch of Maximum Cavity Protection Sugar Acid Neutralizer MCP+SAN Toothpaste by Colgate Palm  Olive Nigeria in Lagos
According to Colgate Professional Manager EWA, Mr Cheslin Twigg, “The fluoride in Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser works to reduce and prevent cavities by strengthening teeth and decreasing de-mineralization by acids. The Sugar Acid Neutraliser technology works to create a healthy environment for the teeth by increasing the plaque pH and further preventing demineralization and promoting re-mineralization of the teeth. Together, Sugar Acid Neutraliser technology and Fluoride help arrest and reverse the caries process by decreasing demineralization and increasing remineralization much more effectively than fluoride alone and this results in less cavitation than fluoride alone.”
Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser works in two complementary ways. It treats the cause of caries by targeting acid produced from sugars by bacteria in plaque, in addition to providing the conventional benefits of fluoride. In contrast, traditional cavity treatments based upon fluoride alone focus solely on treating the symptoms of caries by strengthening the teeth. 

Colgate Palmolive Nigeria General Manager, Mr. Davis Kanyama noted that the company will continue to avail Nigerian market with quality and specially formulated products that ensure oral wellbeing of discerning consumers. He said Colgate is known worldwide for continuous improvement, global teamwork and care, backed by over two centuries of experience and maintain number one market share in 146 counties globally.  “We have built a hallmark of exceptional global consumer products including toothpastes and brushes for our consumers, shoppers, customers and professionals in 223 countries. Colgate products are being sold worldwide and we are committed to offering Nigerians the same world-class products that offer total wellness to everyone in the family.”
Explaining the rationale behind SAN technology, Colgate Palmolive Nigeria Marketing Director, Mrs. Hannah Oyebanjo explained “Sugar Acid Neutraliser ™ technology actually works biologically by targeting the primary cause of caries, the plaque biofilm, to reduce the effects of acids produced from sugars before they can harm the teeth. Specifically, it promotes the beneficial activity of arginolytic bacteria that convert arginine into ammonia to directly neutralize the “sugar acids” in plaque, creating a healthier environment for the teeth.”
Sugar Acid Neutraliser is Colgate’s trademark name for the technology, consisting of arginine and an insoluble calcium compound, which it has developed and added to fluoride toothpaste to deliver superior cavity protection versus a control toothpaste with fluoride alone. In Colgate Maximum Cavity Protection Plus Sugar Acid Neutraliser™ toothpaste, the insoluble calcium compound is calcium carbonate or dicalcium phosphate dehydrate.



  1. When we get up in the morning the very first we do is clean our tongue and teeth. The best toothpaste brands are the natural toothpaste, which ingredients may even be certified as organic. There are several toothpaste which consists of all-natural ingredients.


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