ARM & HAMMER™ Launches New Essentials Toothpaste to Dental Professionals

“The Right Amount of Natural”—ARM & HAMMER™ Essentials Toothpaste is Made with 100% Natural Baking Soda and Clinically Proven Benefits

For more than 170 years, ARM & HAMMER™ (Church & Dwight Co., Inc.) has been the original baking soda toothpaste brand for professionals and consumers alike. Now, they are extending their purity standard once again by adding new Essentials Toothpaste to their existing Essentials product line.

In addition to cleaning and cooking, baking soda has always been the go-to ingredient for healthy oral care. To prove just how powerful its clinical benefits are, The Journal of the American Dental Association (JADA) published research on baking soda toothpaste. JADA confirms “the results of the literature show that baking soda-containing dentifrices are ideal candidates to be considered as a universal dentifrice.”1 Further clinical studies support that ARM & HAMMER™ Baking Soda Toothpastes remove up to 5X more plaque in hard-to-reach areas versus a non-baking soda toothpaste2; neutralize plaque acids fast with a pH of about 8.43; and have greater stain reduction versus a non-baking soda toothpaste4*.

New ARM & HAMMER™ Essentials Toothpaste is the latest oral care solution from the iconic brand and is made with just the right amount of natural. This means it has all the great benefits of 100% natural baking soda combined with clinically proven benefits. This includes fluoride for caries prevention and naturally sourced calcium for repair of the enamel surface: the essentials. It is also free of sodium lauryl sulfate (SLS), peroxide, preservatives, parabens, artificial sweeteners, and dyes. The new toothpaste variety offers two options for dental professionals: ARM & HAMMER™ Essentials Whiten & Strengthen Fluoride Toothpaste and Essentials Healthy Teeth & Gums Fluoride Toothpaste.

Dental professionals can stop by booth #2802 at Chicago’s 2020 Midwinter Dental Meeting on Thursday, February 20th—Saturday, February 22nd to learn more about ARM & HAMMER™ Essentials Toothpaste, or visit

About Church & Dwight Co., Inc.

Church & Dwight Co., Inc. manufactures and markets a wide range of personal care, household and specialty products, under the ARM & HAMMER™ brand name and other well-known trademarks.

1Myneni SR. Effect of baking soda in dentifrices on plaque removal. JADA. 2017;148(11 Suppl):4S-9S.
2Data on file.
3Zero DT. Evidence for biofilm acid neutralization by baking soda. J Am Dent Assoc. 2017; 148(11S):10S-14S.
4Yiming L. Stain removal and whitening by baking soda dentifrice: A review of literature. J Am Dent Assoc. 2017; 148(11S):20S-26S.
*From baseline using ARM & HAMMER™ Advance White Extreme Whitening Toothpaste vs a non-baking soda toothpaste.

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