I became part of the shift (unbeknown to me at that time: it had to proclaim itself) of dissatisfaction over toothpaste a few years ago. Boredom set in. It all started to taste like chewing gum. Mint! Memories of tooth powder kept brushing my mind so I wrote several times to Colgate suggesting they bring back that cream and red tin of tooth powder which has enough 'grit' so that your teeth feel as if they have been cleaned, not recoated. Got some form letters and coupons in reply.
Oh, Sliced Bread Enterprises* where are you when we need you??!!
So I started to make my own tooth powder with baking soda and salt, cinnamon or cloves or sage or tarragon. And have been trying the new brands of toothpaste that are more and more appearing (which leads to my conclusion that I am not the only one wanting something different). They are pricey ($6.99 a tube for a new-kid-on-the-block in the grocery store yesterday) and I applaud the effort but I think some tweaking is necessary for me to pay (more than once!) that kind of price.
Why not a toothpaste that is refreshing and a bit gritty and sparkling in the aftertaste, not cloyingly sweet and making me feel as if I need to brush again to get rid of the 'candy' residue of the toothpaste.
Why not introduce an anti-bacterial property to toothpaste to combat what the research has found - what you would expect to find on a bristly object we put in our mouths several times a day to rid our teeth of debris, an object we never wash or dry, let sit in a bathroom near a toilet, replace infrequently. Imagine doing that with a spoon in the kitchen - licking it clean and using it again. Yuck. I predict there will be a decrease in colds and other illness when this issue is addressed satisfactorily.
Why not extend the bottom of a toothpaste tube with inch long tabs on each side that can be folded in on themselves as the tube is rolled up? This is so obvious it amazes me it has not been done. I use garbage bag twist ties to modify my toothpaste tubes but it would be nice not to have to do this.
*Sliced Bread Enterprises Does something like this already exist? A company or group that is available to take all those good ideas people have and do something with them? To the benefit of all. Let me know please, if there is! Or someone start one!!!!