BASF launched its new Enameguard to help consumers restore their mouth's mineral balance. The product is designed to support the buffering effects of saliva. Moreover, it aids in the natural demineralization of tooth enamel. BASF developed a naturally-derived hydrolyzed wheat protein product to support the mentioned rejuvenating process.
Enameguard is BASF's most recent addition to its oral care portfolio. The company is expanding its oral care offerings of innovative, sustainable, and formulation-friendly ingredients to include the new enamel-focused product. Nader Mahmoud, BASF's vice president of business management for personal care North America, explains that "Enameguard is an excellent example of BASF’s ongoing commitment to innovation and sustainability to meet the demands of our customers and the end consumer in the oral care space.”
Image Credit: BASF
What's Driving This Trend
- Oral Mineral-balancing
- The innovative use of naturally-derived hydrolyzed wheat protein for oral mineral-balancing creates a disruptive opportunity in the oral care space.
- Formulation-friendly Oral Care
- BASF's expansion of its oral care portfolio to include innovative, formulation-friendly ingredients paves the way for further disruptive innovation in the industry.
- Sustainable Oral Care
- BASF's commitment to sustainability and incorporating sustainable ingredients into their oral care offerings presents an opportunity for further disruptive innovation in the industry.
Who This Affects Most
- Oral Care
- The natural mineral-balancing properties of hydrolyzed wheat protein create an opportunity for disruption in the oral care industry.
- Personal Care
- BASF's ongoing commitment to innovation, sustainability, and formulation-friendly products creates opportunities for disruptive innovation in the personal care industry.
- Ingredients
- The innovative use of naturally-derived hydrolyzed wheat protein for mineral-balancing in the oral care industry creates opportunities for disruptive innovation in the ingredients industry.
