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This toothpaste brand lists the exact purpose of each ingredient — and people love it

INSIDER logoINSIDER 11/14/2017 cpraderio@businessinsider.com (Caroline Praderio)

A UK-based toothpaste company has a unique take on the classic ingredients list.

  • A Redditor shared a photo of a toothpaste tube with a unique ingredients list. 
  • It shows where each ingredient comes from and why it's included.
  • Commenters appreciated the unique labeling.

Most food and cosmetic products list their ingredients in the exact same way: Somewhere on the package, there's a tiny block of all-caps text, often jammed full of complex chemical names. 

A UK toothpaste brand called Kingfisher, however, does things a little differently. 

On Tuesday, Redditor TheLonelyCaricature shared a photo showing the back of a Kingfisher toothpaste tube. The tube displays all the toothpaste's ingredients in a three-columned chart. The first column list the ingredients, the second column lists the source of each ingredient, and the third column lists the purpose of the ingredient. For example: The paste contains cellulose gum, which is made from plant fiber and functions as a thickener.

Here's what it looks like:

a close up of text on a white background: toothpaste_ingredients skitch © Provided by Business Insider Inc toothpaste_ingredients skitch It is a pretty helpful idea. Hordes of alarmist "health" bloggers might tell you otherwise, but the truth is that  not every hard-to-pronounce ingredient is dangerous or toxic. Listing ingredients with this chart-style method could soothe consumers' unfounded fears of chemicals. At the very least, consumers would probably appreciate the extra info — thousands of Redditors certainly seemed to.

"I wish my shampoo bottle had this," one person commented. "I'm tired of reading stuff I don't understand." 

"Readable labels are nice," another wrote. 

This particular Kingfisher paste isn't perfect, though: A few dentists on Reddit noted that it doesn't appear to contain fluoride, a crucial cavity fighter.

The American Dental Association says that fluoride toothpastes are responsible for a significant drop in cavities in the last few decades, and recommends that everyone brush with a fluoride-containing toothpaste twice daily. 


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