VIENNA, Austria: Alcohol-free alternatives to mouthwash have been available on European markets for years. The US dental consumables manufacturer Johnson & Johnson is now following the trend with the upcoming market launch of Listerine Zero.
Only available in the US until now, the new oral antiseptic rinse will be available to customers in Europe from July this year. According to J & J, who presented the mouthwash during Europerio 7 in Vienna before market launch, Listerine Zero was developed for patients with taste sensitivity or who cannot use mouthwashes containing alcohol for various health reasons.
The alcohol-free mouthwash is also recommended for children older than six, as well as for patients with an increased clinical need for fluoride. Its changed formula is based on emulsifiers and surface-effective substances that allow the binding of its four etheric oils between water molecules, eliminating the need for a solubiliser like alcohol, the company said.
J & J’s latest addition to its multimillion-dollar mouthwash gained first market approval by the US Food and Drug Administration in 2009. In the US, the product was recently voted among the most innovative consumer packaged goods in the oral care category of the Product of the Year USA award in New York City.
Besides its regular version, originally obtained through a 2006 acquisition of Pfizer’s consumer health-care division, Johnson & Johnson manufactures and distributes other variants of Listerine, including those for teeth whitening, use in minors and in the form of tooth strips. Overall, J & J’s oral-care segment, including Listerine, accounted for over US$1.5 billion in sales last year, according to its latest financial reports.
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