New Oral Care Products Designed To Make Brushing Fun And Help Solve Childhood Dental Disease Crisis

New Oral Care Products Designed To Make Brushing Fun And Help Solve Childhood
                            Dental Disease Crisis

FireFly® Fluoride Foam Toothpaste and FireFly® Ready Go Brush™

PR Newswire

BUENA PARK, Calif., Feb. 27, 2013

BUENA PARK, Calif., Feb. 27, 2013 /PRNewswire/ --According to the National
Children's Oral Health Foundation, the incidence of early childhood cavities
presents a growing concern for parents, dentists, and the kids who suffer from
them.Pediatric dental disease is by far one of the most common chronic
childhood conditions, second only to childhood obesity as an epidemic and
affects a staggering 44% of children in the U.S. before they even reach
kindergarten. It's the number one reason for missed school and for kids
visiting the emergency room.



That's why FireFly^® by Dr. Fresh^®, the oral care brand focused solely on
kids, has introduced a pair of products that make brushing fun, foolproof, and
routine -- new FireFly Fluoride Foam Toothpaste and the new FireFly Ready Go

FireFly Fluoride Foam Toothpastebreaks ground in the toothpaste category 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 onto the toothbrush. It flushes out bacteria and easily
gets hard-to-reach spots, something that appeals to braces wearers. Plus,
every kid can love the cool foaming whipped cream-like sensation along with
the yummy bubble gum flavor.

Parents will appreciate not only the cavity-proofing power of this fluoride
formula, but also its clean approach. Because FireFly Fluoride Foam
Toothpaste can be squirted directly into the mouth, it shortstops spills,
leaks and dried up toothpaste mess on counters and sinks.

"Kids and parents have asked us for a less-mess, more effective alternative to
toothpaste.FireFly Fluoride Foam Toothpasteprovides 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," says Geoff Carroll, Chief Marketing Officer at
Dr. Fresh LLC, maker of the best-selling FireFly light-up timer 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."

A perfect partner for the toothpaste, the new FireFly Ready Go Brush is a fun
and motivational tool that "times" kids to make sure they brush the
dentist-recommended 60 seconds per arch. It has a flashing light that changes
from green for "go" to yellow for "halfway there" to red for "finished." As a
bonus, the brush has a suction cup holder that allows it to be stored upright
and hygienically, making sure it does not collide with other toothbrushes or
germs on the bathroom counter.

Fledgling brushers will be entertained by the colorful green-yellow-red
flashing "stoplight" motif, which is easily activated at the touch of a
button. Parents will love the reduction in counter clutter offered by the
suction cup handle, not to mention not having to nag kids to brush their
teeth. The brush features soft, high quality Dupont Tynex bristles that are
effective yet gentle on delicate young gums, and a child-friendly ergonomic

Kids will also love the FireFly Fluoride Foam Toothpaste and Ready Go Brush
choice of characters: Angry Birds, Marvel's Spider-Man, Barbie™*, or FireFly.

FireFly Fluoride Foam Toothpaste is recommended for ages 3 to 12. Made in the
U.S.A., it comes in a 1.69 ounce pump dispenser bottle and retails for
$2.49. Available at Walgreens, Target and other fine drug and mass
retailers. FireFly Ready Go Brushes are American Dental Association (ADA)
Accepted and retails for $3.49 at Target, Kroger and Meijer stores.

About Dr. Fresh LLC

Dr. Fresh LLC (, one of the fastest growing oral care
companies in the U.S., is the developer of over 250 different quality and
cost-effective personal care products. Established in 1998, Dr. Fresh offers
quality personal care products including its top-selling FireFly^® ^ flashing
toothbrush for kids, Reach^® advanced toothbrushes providing superior cleaning
for hard to reach places, and Binaca^® breath freshening products. With broad
international business, Dr. Fresh maintains manufacturing facilities in the
U.S, China and India. From molding to packaging, all production procedures
are carried out in-house with state of the art machinery to maintain the
highest standard of quality control, producing over 100 million toothbrushes
per annum.

* BARBIE and associated trademarks and trade dress are owned by, and used
under license from, Mattel, Inc. © 2013


Contact: Light Years Ahead, Megan Brown Bennett, +1-323-650-2201,
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