Skip navigation

Arm & Hammer Enamel Care for the combined power of Fluoride plus Liquid Calcium®, for stronger, healthier and whiter teeth

The government has called for more fluoride to be added to drinking water in further regions across the UK as a recognised way to reduce tooth decay(1). Only 6 million people, in the Midlands and North East, currently receive water with added fluoride so if you are one of the remaining 54.5 million people in the UK (2) who rely on their toothpaste to avoid tooth decay, then choose Arm & Hammer Enamel Care, the only toothpaste to contain fluoride AND the innovative patented technology, Liquid Calcium® (rrp £3.49).

Fluoride helps fight cavities when combined with calcium and phosphate which are naturally present in saliva, but not in sufficient amount to remineralise enamel. Liquid Calcium® boosts the supply of calcium and phosphate as well as fluoride to remineralise teeth more effectively. It rebuilds the surface enamel on your teeth and leaves a stronger, smoother and whiter surface.

All Arm & Hammer toothpastes contain baking soda to deep clean and lift stains, leaving your teeth whiter. Choose from:

Arm & Hammer® Enamel Care® 75ml (RRP £3.49)
– Great for teeth previously weakened by acids in food and drink.

- Contains Liquid Calcium® to remineralise teeth and restore surface enamel. Containing 8 times the amount of mineral ions found in saliva naturally, it actively reverses the effects of acids in everyday food and drink. It thus increases the gloss of teeth as well as gently and naturally whitening. Contains fluoride to strengthen teeth and fight cavities more effectively.

**NEW** Arm & Hammer Enamel Care Sensitive® 75ml (RRP £3.49) - Great for those with sensitive teeth.

- Enamel Care Sensitive removes the cause of sensitivity by sealing the teeth and protecting exposed nerves to offer lasting relief from sensitive teeth, by fixing the cause. Liquid Calcium® technology repairs the teeth and seals them to form a protective shield in only three months.

(1) As reported by BBC News, 3rd February 2008:
(2) Office for National Statistics: cite the current population as approximately 60.5 million

Arm & Hammer Enamel Care Toothpaste is available from Tesco, Sainsbury’s, ASDA, Morrison’s, Boots and Superdrug
Enamel Care and Enamel Care Sensitive RRP: £3.49 (75ml)

Contact for images and samples:
Sarah Coxhill, Catherine Chapman or Chrissie Wright
T, 0207 637 1237 / E,


• The whole Arm & Hammer range includes Enamel Care, Enamel Care Sensitive, Extra-Whitening, Original Coolmint and Freshmint Gel.

• Arm & Hammer is owned by Church & Dwight, a household, industrial and personal care products company.

• Church & Dwight produce and market a number of toiletry and personal care products including TROJAN® Condoms, Arrid deodorant, Femfresh intimate hygiene, Nair hair removal, Pearl Drops Tooth Polish, First Response home pregnancy products.

This press release was distributed by ResponseSource Press Release Wire on behalf of PR4 Media in the following categories: Children & Teenagers, Men's Interest, Health, Women's Interest & Beauty, for more information visit