scientifically tested toothfreindly

WE MOTIVATE THE INDUSTRY TO COME UP WITH PRODUCTS THAT
ENABLE PEOPLE TO DO THE RIGHT THING.

CRITERIA

 

Mentos Black corner

FOOD PRODUCTS

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.

  • Confectionery products
    • Chewing gums
    • Hard candies
    • Soft candies
    • Gummies & Jellies
    • Chocolates
  • Beverages
  • Table-top / spoon-for-spoon sweeteners
  • Food supplements and OTC medicine
  • Ingredients
    • Polyols (e.g. isomalt, maltitol)
    • Intense sweeteners (e.g. stevia)
    • Non-cariogenic sugars (e.g. isomaltulose)
    • Other food ingredients (e.g. nutriose, gum acacia)

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ORAL CARE PRODUCTS

Oral care products which promote oral health in a relevant and demonstrable way may also carry the Toothfriendly label. Examples of such products include toothpaste or children's toothbrushes.

See here the Criteria for Oral Health Products. 

 

Product samples non food Toothfriendly

CERTIFICATION PROCEDURE

 

STEP 1: PRODUCT EVALUATION

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. 

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.

STEP 2: APPROVAL

Only companies which have the explicit permission of Toothfriendly International or one of its national associations may use the Toothfriendly trademark. The user will pay an annual fee for the trademark use.

STEP 3: USING THE LABEL EFFICIENTLY

The Toothfriendly label is a seal of approval and a guarantee of Toothfriendly quality. By using the label prominently in your communication, 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

TEST CENTERS

 

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, only two University institutes worldwide are equipped to perform such tests: the University Witten/Herdecke in Germany and the University of Zurich in Switzerland.

TIPS FOR RAISING AWARENESS

 

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.

Sidebar Certification

CERTIFICATION MARK

 

The Toothfriendly label is registered as a certification mark (Nr. 1598557) in the European Union, Great Britain and Turkey. It indicates that the goods and services bearing this label comply with a given standard set out in the Regulations of Use, thus lead to higher credibility and trust among consumers.

The Toothfriendly label is registered as a certification mark ("Garantiemarke") also in Switzerland. In other countries, the Toothfriendly label is registered as trademark and may be used as a quality seal.

HEALTH CLAIMS

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.

According to the Health Claim Regulation, all health claims that are not specifically permitted or are still under evaluation, must disappear from the food labels by December 2012. However, products bearing trademarks (such as "Toothfriendly") or brand names exisiting before 1 January 2005 may continue being marketed until 19 January 2022 after which the provisions of the new Regulation apply.

Starting from 20 January 2022, all products that carry the Toothfriendly label sold in the EU should be accompanied with an authorized health claim. An example of such a claim is "Consumption of foods containing sorbitol instead of sugar contributes to the maintenance of tooth mineralization." The authorized claim should be made next to the Toothfriendly label, ideally in the same field of vision. The Toothfriendly label and authorized health claim may also be placed on different sides of the package if they are linked together with an asterisk (*). However, the consumer shall be able to easily and readily link them together.