Aquafresh is constantly reinventing its premium Extreme line of toothpaste, trying to find the right formula to compete with giants Crest and Colgate. Recently they dropped their Empowermint and Power White lines, or at least stopped selling it anywhere I can find it, and began selling their new Extreme Clean branding as their premium product.
The first thing Aquafresh did was to provide a new snazzy box, with the awkward boast that this toothpaste is “for 80% cleaner, purer breath”. There are two stars next to this claim and if you read the fine print it reads that this is only “immediately after brushing vs. a Zinc free toothpaste”, so don’t expect a life-changing experience while brushing.
When squeezing your first bit out of the tube, Aquafresh fans will see the familiar tri-colour paste but those used to the bold flavours of the Extreme line will be disappointed. The Pure Breath Action is more similar to the original Aquafresh but with a slightly metallic undertone which I assume is due to the zinc content. The paste did foam-up the way all Aquafresh iterations are known for, but did it provide ‘cleaner, purer breath’? Well, not really. At least no better than any other toothpaste, including those at a lower price point.
All in all this was a disappointing direction for Aquafresh to take. I can only hope that the company gets enough complaints to see their folly and change yet again, but this time for the better.