COLGATE ELIXIR GUM BOOSTER

THE CLAIM: This gel-like paste contains an ingredient usually found in youth-boosting face creams: hyaluronic acid.

The compound occurs naturally in the body to keep tissues lubricated, but is used widely in beauty products for its moisturising and plumping properties. Colgate say it can beautify the gums, too, making this its first product to protect tooth enamel and gum tissue. The promised ‘healthy smile’ comes from two different types of fluoride – the mineral found in water that protects against tooth decay.

VERDICT: Some studies show hyaluronic acid can help slow the development of gum disease. It is thought to ‘plump’ gum tissue, protecting it from invading bacteria.

‘It is also used in mouth ulcer treatment Gengigel, prescribed by dentists to reduce gum inflammation,’ says Dr Nigel Carter, chief executive of the Oral Health Foundation.

Even though the ‘elixir’ contains two types of fluoride, it is no more protective than a £2 alternative.

‘This contains stannous fluoride as well as the usual sodium fluoride,’ says Dr Carter. ‘Stannous has extra antibacterial properties but you can find both in Pro-Expert Oral-B toothpaste, which costs £2.’

TASTE TEST: Soft in the mouth, a bit like a gel, and tastes like mint bubblegum.