Created to cleanse the palate when “away from home ", the Frescoryl product is available in a tablet form, that is crunched to a paste, and then swallowed.
"Our product is between toothpaste and chewing gum," Dr. Michel Bourdoncie, creator of the Frescoryl product, told ConfectioneryNews.com.
Dr. Bourdoncie, a French pharmacist, explains the idea for the brushless tooth cleanser came after spending hours on planes and the desire to clean his teeth.
He started working on the formulation for Frescoryl three years ago, aiming to create a product akin to toothpaste that the consumer could crunch on, mush up in the mouth with saliva, and then swallow.
Initially the parapharmacy product, that is packaged in slim boxes of eight smartie-size tablets, was placed on over-the-counter shelves in chemists dotted over France.
But distribution, said Dr. Bourdoncie, has just experienced a major boost, with leading French retailer Carrefour taking the 'brushless tooth cleanser' Frescoryl on board.
The makers will also target restaurants, flagging-up their cleanser as a product to accompany the end-of-meal coffee as well as the hospitality industry.
Buccal hygiene 'on-the-go'
The cleanser targets the growing market for convenient solutions for the busy consumer. And the firm claims its product responds to a most basic need for dental health and buccal hygiene.
"Many of us are conscious of our dental hygiene, but are unable to brush our teeth in a traditional manner," said the Frescoryl makers.
Ingredients for the tooth cleanser include silica for a polishing effect, dicalcium phosphate dihydrate to temper acidity, magnesium stearate for the 'abrasive' effect, as well as the tooth-friendly sugar alcohol xylitol.