Content Dam Diq Online Articles 2013 03 Firefly Foam 2

Firefly Foam toothpaste encourages kids to brush

March 5, 2013
Firefly Foam toothpaste takes the mess out of brushing
A fun, foolproof new tooth brushing solution is “neat” for both kids and parents. Firefly, the oral care brand focused solely on kids, presents new Firefly Fluoride Foam Toothpaste, breaking ground with a novel format that takes the drudgery and mess out of brushing. Unlike traditional toothpaste, this light foamy formula is squirted directly into the mouth rather than on the toothbrush. From there, it flushes out bacteria and easily gets hard-to-reach spots, something that especially appeals to braces wearers. Every kid can love the cool foaming whipped cream-like sensation and the bubble gum flavor.

Parents will appreciate not only the cavity-proofing power of the fluoride formula, but also its clean approach. Because Firefly Fluoride Foam Toothpaste can be squirted directly into the mouth, it stops spills, leaks, and dried up toothpaste mess on counters and sinks. And there are no more gummy, clogged toothpaste tubes and caps!

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Kids will also love Firefly Fluoride Foam Toothpaste’s choice of characters — Angry Birds, Marvel’s Spider-Man, Barbie, or Firefly.

“Kids and parents have asked us for a less-mess, more effective alternative to toothpaste," said Geoff Carroll, chief marketing officer at Dr. Fresh LLC, maker of the best-selling Firefly light-up timer toothbrush. "Firefly FluorideTooth Foam provides the superior benefit of getting the hard to reach places where problems start, and is less messy than regular pastes. We know kids have much more fun this way than dispensing the product onto a toothbrush. Together with our self-timing Ready Go Brush, Firefly Fluoride Foam Toothpaste provides the ultimate platform for easy, effective brushing starting at a young age. When kids feel successful, they'll have more incentive to continue the routine for life.”

Firefly Fluoride Foam Toothpaste is recommended for ages 3 to 12. For more information, visit