Elmex

{{Short description|Brand of toothpaste}} thumb|Elmex

'''Elmex''' is a brand of toothpaste that has been sold since 1962.<ref>{{Cite book|last=Fink|first=Johannes Karl|url=https://books.google.com/books?id=2YNTDwAAQBAJ&q=elmex+1962&pg=PA180|title=Materials, Chemicals and Methods for Dental Applications|date=2018-03-27|publisher=John Wiley & Sons|isbn=978-1-119-51032-1|language=en}}</ref> It is manufactured by GABA International AG, a Swiss manufacturer of branded oral care products located in Therwil. GABA was acquired by the Colgate-Palmolive company of the United States in 2004 for US$841 million.<ref>{{Cite book|last=Turner|first=Tyya|url=https://books.google.com/books?id=aT59Q0J1QV0C|title=Vault Guide to the Top Consumer Products Employers|year=2006|isbn=9781581314045}}</ref> Elmex was the first toothpaste to contain the organic Amine Fluoride (AmF) olaflur as an active ingredient for protection against dental caries. However, since 2025 Elmex toothpastes no longer contain the key ingredient Olaflur. It has been replaced with the common Sodium Fluoride which is available in most budget toothpastes. {{Citation needed|date=November 2020}} Elmex is often sold together with Aronal which should be used in the morning.<ref name=":0">{{Cite book|last=Strauss|first=Ralf|url=https://books.google.com/books?id=qNRb3cFDGWcC&q=elmex+toothpaste&pg=PA124|title=Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy|date=2010-04-01|publisher=John Wiley & Sons|isbn=978-0-470-74561-8|language=en}}</ref> Aronal contains vitamin A and zinc to protect the gums against inflammation.

The brand had a 25% market share in the German market as of 2008 and is noted for having used the same packaging appearance since its 1962 introduction.<ref name=":0" />

Elmex was the sponsor of the Dutch basketball club "Elmex Leiden" from 1982 to 1985 (now ZZ Leiden)

==See also== {{Portal|Companies}} *List of toothpaste brands *Index of oral health and dental articles

==References== {{Reflist}}

==External links== *{{Commons category-inline}} * [http://gaba.com Brand homepage]

Category:Brands of toothpaste Category:Colgate-Palmolive brands Category:Products introduced in 1962 Category:Swiss brands