Elmex

{{Short description|Brand of toothpaste}}

File:Elmex tubes.JPG

Elmex is a brand of toothpaste that has been sold since 1962.{{Cite book|last=Fink|first=Johannes Karl|url=https://books.google.com/books?id=2YNTDwAAQBAJ&q=elmex+1962&pg=PA180|title=Materials, Chemicals and Methods for Dental Applications|date=2018-03-27|publisher=John Wiley & Sons|isbn=978-1-119-51032-1|language=en}} It is manufactured by GABA International AG, a Swiss manufacturer of branded oral care products located in Therwil. GABA was acquired by the Colgate-Palmolive company of the United States in 2004 for US$841 million.{{Cite book|last=Turner|first=Tyya|url=https://books.google.com/books?id=aT59Q0J1QV0C|title=Vault Guide to the Top Consumer Products Employers|year=2006|isbn=9781581314045}}

Elmex was the first toothpaste to contain the organic Amine Fluoride (AmF) olaflur as an active ingredient for protection against dental caries.{{Citation needed|date=November 2020}} Elmex is often sold together with Aronal which should be used in the morning.{{Cite book|last=Strauss|first=Ralf|url=https://books.google.com/books?id=qNRb3cFDGWcC&q=elmex+toothpaste&pg=PA124|title=Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy|date=2010-04-01|publisher=John Wiley & Sons|isbn=978-0-470-74561-8|language=en}} Aronal contains vitamin A and zinc to protect the gums against inflammation.

The brand had a 25% market share in the German market as of 2008 and is noted for having used the same packaging appearance since its 1962 introduction.

Elmex was the sponsor of the Dutch basketball club "Elmex Leiden" from 1982 to 1985 (now ZZ Leiden).