Procter & Gamble’s (P&G) oral care brand Crest has launched new toothpaste product Gum Detoxify.

Formulated with activated foam technology, the new Gum Detoxify is said to reach below the gum line to counteract concealed plaque and improve gum health.

The activated foam technology is also claimed to ensure an even coverage of teeth and gums during and after brushing for lasting gum protection.

“New Gum Detoxify helps users go beyond regular brushing by neutralising harmful bacteria, and ensuring a clean and healthy mouth with lasting gum protection.”

Available in deep clean, extra fresh, gentle whitening and two-step varieties, the toothpaste is found at drugstores, mass retailers and online.

As per user feedback, 99% of gingivitis patients reported having reduced gum bleeding and inflammation in eight weeks after product use.

P&G oral care North America vice-president Carlos De Jesus said: “We know that gum problems and plaque build-up are a root cause of many issues, including bad breath, tartar buildup, cavities and gingivitis.

“New Gum Detoxify helps users go beyond regular brushing by neutralising harmful bacteria, and ensuring a clean and healthy mouth with lasting gum protection. With so much riding on your gum health, if you aren’t taking care of your gums, you’re not taking care of you!”

The Cincinnati-headquartered oral health brand’s fluoride toothpaste is also claimed to help prevent cavities.