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Newspaper
Independent
Location
Long Beach, California, United States of America
Date
Aug 31, 1960
Page
4
Since its ADA recognition Crest has been in high demand and many dealers struggle to keep it in stock. The note urges customers to try another size if their preferred option is unavailable, underscoring the product’s valued benefits.
The American Dental Association formally recognized Crest fluoride dentifrice, developed by Indiana University biochemist Joseph C. Muhler and marketed by Procter & Gamble, as a decay preventing toothpaste. The move marks a historic shift after decades of ADA skepticism toward toothpastes and is set to impact a $200 million annual market.
The ADA council cites tinfluoridated toothpaste containing stannous fluoride as a decay preventive based on ten years of clinical studies. Seven test groups, including home use under normal conditions, showed about a 1 percent reduction in tooth decay.
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