Tom’s of Maine Launches Alcohol-Free Mouthwash

Tom’s of Maine has introduced Whole Care Mouthwash, an all-natural, alcohol-free product that helps fight cavities, strengthen enamel, restore minerals, freshen breath and clean between teeth.

Like Tom’s of Maine’s other natural health & beauty products, the mouthwash contains no artificial colors, sweeteners, preservatives or animal ingredients. Flavored with fresh mint, it comes in a 16-ounce bottle and is currently available via Target.com and Hannaford.com. (An official press release announcing the launch linked to a product page on the Target website.)

“Developing a mouthwash that offers so many benefits wasn’t easy,” said Lindsey Seavey, oral care brand manager at Tom’s of Maine. “We listened to what people want and have created an effective rinse that provides a naturally clean mouth.”

While Tom’s of Maine is not the largest national brand, its customers are particularly valuable to retailers. According to InfoScout.com, Tom’s of Maine shoppers are generally higher income (many earn $125,000 or more) and in the 35- to 44-year-old age bracket. They over index (129) when it comes to having advanced degrees and tend to purchase the brand during larger pantry stockup trips. Average shopping basket is $57.72.