scientifically tested toothfreindly



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Only products that are demonstrably safe for teeth may carry the Toothfriendly label. Foods, medicinal products and food ingredients can be considered safe for teeth if they are neither cariogenic nor erosive. These “Toothfriendly" properties are determined in a standardized in vivo plaque-pH telemetry test conducted by independent University Dental Institutes. Toothfriendly products may not lower plaque-pH below 5.7. The acid exposure of the teeth may not exceed 40 µmol H+ min. The validity of this test is generally recognized in the dental profession and is cited by reference in the US Code of Federal Regulations and in the EU Regulation on Nutrition and Health Claims.



Non-food products which promote oral health in a relevant and demonstrable way may also carry the Toothfriendly label. Examples of such products include specially formed pacifiers or inter-dental brushes. Non-food products will be evaluated on case-to-case basis by an independent Scientific Advisory Board.


Individuals or organisations (e.g. dental practises or oral health educators) contributing to the actions and dental health programs of Toothfriendly International or one of the national associations may also carry the Toothfriendly label.  


Product samples non food Toothfriendly



The Toothfriendly label may only be used on products which fulfil the certification criteria. In the case of food products, pH-telemetry testing is the only reliable method to measure the non-cariogenic and non-erosive quality of a product. If you are interested to know whether your product qualifies for the Toothfriendly label, kindly submit us the full recipe (100% ingredient breakdown) for our pre-screening. Based on your recipe, a full test (4-6 pH-curves) or a shorter follow-up test (2 pH-curves) may be necessary.

In case of non-food products, kindly submit us the specifications of your product and all relevant scientific data supporting the safety and efficacy of your product. Our Scientific Advisory Board will evaluate the data typically within 3-4 weeks.


Only companies which have concluded a license agreement with Toothfriendly International or one of its national associations may use the Toothfriendly trademark. The user of the trademark will pay a license fee which may vary depending upon volumes sold and territory of sales. Members of Toothfriendly International enjoy a reduced license fee.


The Toothfriendly label is a seal of approval and a guarantee of Toothfriendly quality. By following our Graphic Guidelines, you not only you respect the label’s heritage and add to its strengths, but also maximise the benefits for your own brand.

Advertisement samples Toothfriendly


The “Toothfriendly" properties of foods and food ingredients are determined in standardized in vivo pH-telemetry tests conducted by accredited University test facilities. The testing is being conducted using special dental retainers equipped with electrodes to measure the acidity level of saliva. Changes in acid levels are monitored during and up to 30 minutes after consumption of the respective product.

In total, three University institutes worldwide are equipped to perform such tests: the University Witten/Herdecke in Germany, the University of Zurich in Switzerland and at the Department of Preventive Dentistry at Peking University’s School of Stomatology.


Congratulations – You have made the commitment to promote oral health and have certified your products as „Toothfriendly“. The next step is to build a communications and marketing strategy to promote your oral health credentials. And we are here to help.

Here are some communication tools:

Still don't see what you’re looking for? Contact us with your questions.

Advertisement samples Toothfriendly 2


Hipp productsWe all know that consumers are increasingly seeking products with health credentials. One of the most effective ways to show consumers that your products promote oral health is to signpost them with the Toothfriendly label. Here are few tips how you can make the most of it:

Be visible. Display the Toothfriendly trademark prominently on the front label of your product.

Be consistent. Use the Toothfriendly label in all promotional materials, such as

  • Print and TV ads
  • Websites
  • Product catalogs
  • Internal and external PPT-presentations
  • Social media

Be precise. Explain who is behind the Toothfriendly label by using one of these example messages:

  • This product is approved by Toothfriendly International. Toothfriendly International is a non-profit organisation working for better oral health.
  • Toothfriendly International is a non-profit organisation with over 30 years' experience in testing and certifying guaranteed Toothfriendly products.

Be a resource. Use your website or social media platforms to tell your customers, employees and the public about your Toothfriendly certification. Here are some examples:

  • Our product is guaranteed safe for teeth and carries the Toothfriendly label as a recognition of its non-carioegenic and non-erosive quality. In order to carry the Toothfriendly label, a product must pass a standardized intra-oral plaque-pH telemetry test developed at the University of Zurich. This test is now accepted, worldwide, as a valid indicator of „safe for teeth“ foods.

Be honest. Do not use exaggerated claims („anti-caries“) in connection with the Toothfriendly label.

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Want to ensure that your products fulfil the Toothfriendly criteria but don’t know where to begin? We will make it easy for you. Few confectionery businesses can call themselves experts in food regulation and health promotion – not to mention pH-telemetry testing.

We have guided food and confectionery manufacturers throughout the world for more than 30 years. Our team of experts is happy to share their expertise in R&D, food regulation and marketing with you.

If you have any questions regarding product formulation, legal issues or marketing, please contact us.


The EU Regulation on Nutrition and Health Claims made on foods was adopted in December 2006. For the first time, the EU Member States have harmonised rules for the use of food-related health claims such as “Toothfriendly”.

According to the Health Claim Regulation (HCR), all health claims that are not specifically permitted or are still under evaluation, must disappear from the food labels by December 2012. The Toothfriendly trademark and the associated term "Toothfriendly" may, however, continue uninterrupted until at least the 19th January 2022.