The survey of 1,000 Americans underscores a preference for efficiency, finding that most consumers favor simple, two-step oral care routines over complex regimens. While 88% of those polled already use baking soda as a household staple, the research indicates a disconnect regarding its dental utility. Although 45% of respondents associate baking soda with whitening, fewer participants recognize its ability to neutralize enamel-eroding acids or provide gentle, low-abrasivity cleaning.

Xi Chen, Senior Director of Marketing for ARM & HAMMER, noted that Padman’s reputation for rigorous fact-checking makes her an ideal advocate for the brand’s formula. Beyond whitening, the toothpaste is engineered to remove up to three times more plaque in hard-to-reach areas compared to leading competitors. By emphasizing a minimalist approach, the partnership aims to shift consumer habits toward proven, high-performance ingredients.