New ADA program tags Smile Healthy products

Shoppers looking for products that promote oral health are getting a boost from the American Dental Association.

Beginning this month, the ADA is unveiling Smile Healthy, a new program that seeks to certify foods and beverages that are beneficial to an individual’s oral health routine. Modeled after the American Heart Association’s Heart Healthy program for foods low in fat and cholesterol, Smile Healthy products on retailers’ shelves will carry a logo telling consumers that the product promotes oral health and has met rigorous performance and testing standards.

As an added bonus, all revenue from Smile Healthy will go to the ADA Foundation to fund oral health access-to-care programs, research, education and public awareness.

The first participant in Smile Healthy is Kid Pure fluoridated water bottled by Water Source One. Kid Pure is available in Florida, Illinois, Indiana and Ohio, and its distribution is expected to expand across the United States in 2008 and beyond. Water Source One is a national bottled water manufacturer with 15 U.S. production facilities.

“We see the Smile Healthy program as an opportunity to steer consumers to products that are good for their oral health and at the same time generate revenue to support some of our charitable activities,” said Dr. Mark J. Feldman, ADA president.

A manufacturer that bottled fluoridated water was a particularly good fit for Smile Healthy, added Dr. Feldman. “Not only is fluoridated tap water unavailable to one-third of American citizens, but many whose tap water is fluoridated consume only bottled water,” he said.

The ADA developed the Smile Healthy program over the past year and engaged in negotiations with several major water bottlers. Additional products are expected to join the program over the coming years, which could include dairy products, healthful beverages and sugar-free foods.

All certified products will have to meet independently set oral health criteria and undergo testing before being awarded the Smile Healthy logo. Products directly used in dental hygiene or used in treatment of dental disease will still be covered by the ADA Seal of Acceptance program. The Smile Healthy program will focus on consumables that do not necessarily deliver a therapeutic benefit.

“We researched the viability of this program thoroughly with consumers and dentists and found a high level of interest,” said Dr. James B. Bramson, ADA executive director. “Smile Healthy will also play a big role in reinforcing and extending the ADA’s brand with consumers because it will become part of their grocery shopping routine.”

Smile Healthy-branded water in one-gallon containers should start appearing on store shelves in late spring. When the ADA has certified a critical mass of products, consumer education materials will be provided so dentists can promote the program in their offices. Members will also continue to receive information on the Smile Healthy program as it rolls out.

The ADA Board of Trustees, which approved Smile Healthy in December 2007, has set the following standards for the program:

• All product categories must have specific identifiable criteria to evaluate a product’s oral health benefit.
• No company will be awarded exclusive product rights. The category is open to all products that meet the product category criteria.
• The ADA will receive no revenues from these arrangements; instead, revenues generated will be directed to the ADA Foundation for its charitable and educational programs.