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Press Release

Tom's of Maine Silly Strawberry Natural Children's Toothpaste Celebrates 25 Years

Tom's of Maine
Posted on: 31 Oct 17

KENNEBUNK, Maine, Oct. 30, 2017 /PRNewswire/ -- Twenty-five years ago in Kennebunk, Maine, Tom's of Maine founders and company scientists set out to answer a growing nationwide call: translate their expertise and success in making effective, natural toothpastes for adults to the creation of a toothpaste offering for kids – with a flavor they'd want to use – including only naturally-derived ingredients.

When Silly Strawberry was first developed, special considerations were taken to follow Tom's of Maine's high standards for natural toothpaste. Family and friends tested many combinations of natural fruit flavors to avoid the "too spicy" response kids often had to mint toothpastes, before landing on the current strawberry flavor.  Shortly after the product was launched, it received the American Dental Association seal of approval and in short order Silly Strawberry was getting rave reviews.

"Silly Strawberry is really innovative in its approach to taste," said Tom's of Maine co-founder Kate Chappell, who played a key role in the product's research and development in 1992. "We knew kids preferred fruit flavors to minty or 'spicy' adult options, so we experimented to ensure the bright fruit flavor stood out. I'm extremely proud we succeeded in developing a naturally-flavored, effective toothpaste children would want to brush with, while avoiding unnecessary or artificial ingredients."

Fast forward to 2017 and the 25th anniversary of Silly Strawberry, now the No. 1* natural children's toothpaste, made with no artificial colors, flavors, sweeteners or preservatives. Today, parents can couple their kids' favorite natural toothpaste with an interactive, online resource to help make brushing fun. The "Silly Brushing Song (Brush 'Em Up)" created by legendary children's singer and songwriter Laurie Berkner, in partnership with Tom's of Maine, helps encourage kids to brush their teeth for a full two minutes, twice daily as recommended by the American Dental Association. "Silly Brushing Song" engages kids by fusing an easy-to-learn, upbeat tune with educational reminders on the basics of brushing.

"Getting little ones to brush their teeth can be just as much a trying task today as it was 25 years ago," said Paul Jessen, senior brand manager at Tom's of Maine and dad of Lily (9) and Sam (6). "The great taste of Silly Strawberry was certainly key to building good brushing habits with my own kids, and I love that the 'Silly Brushing Song' helps parents encourage those habits even more."

While kids everywhere are gearing up for Halloween, it's also a great time for families to refresh their routines. Tom's of Maine is reminding families to mark their calendars for National Brush Day on Nov. 1 when post-holiday candy stashes will make twice-daily brushing habits more important than ever.

Silly Strawberry natural children's toothpaste, specially formulated for kids ages 2 to 6 in both fluoride and fluoride-free options, is made with naturally-derived, great-tasting ingredients including real strawberry extract. Tom's of Maine's complete oral care portfolio for children also includes a fluoride-free Toddler Training Toothpaste for ages 3 to 24 months, and Wicked Cool! Toothpaste, a mild mint toothpaste made for kids 8 and up.

Tom's of Maine gives 10% of its profits back to helping people and the planet.  Learn more about how the company makes its products by visiting

*According to SPINS, a provider of retail consumer insights for natural, organic and specialty products. 

About Tom's of Maine
Tom's of Maine is a leading natural products company focused on oral and personal care, carrying high quality toothpaste, mouthwash, dental floss, deodorant, antiperspirant, bar soap, body wash, lip balm and baby care products. The company has a long-standing commitment to supporting people, communities and the living planet. For 47 years, Tom's of Maine has supported hundreds of nonprofit efforts by giving 10% of its profits back to organizations that support nature and healthy families, and by encouraging employees to use 5% (12 days) of employee time to volunteer. Tom's of Maine employees regularly contribute suggestions for improving the company's high sustainability standards. And their ideas, from wind power to ways to improve recycled and recyclable packaging options, are critical to the company's sensitive way of doing business. Most Tom's of Maine products are vegan, kosher, halal-certified and gluten-free. All packaging is recyclable through a partnership with upcycling leader TerraCycle or participating municipalities. Tom's of Maine values partnering with its consumers, suppliers and community organizations to support lasting, positive change that is good for people and the planet. Visit us online at or at 

Editor's Details

Mike Wood

Last updated on: 31/10/2017

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