US manufacturer of natural personal care, Tom’s of Maine, is launching an all-natural fluoride sensitive toothpaste, a first in the oral care category.

Tom’s of Maine claims its new toothpaste contains naturally-sourced potassium nitrate to soothe sensitive teeth rather than an artificial one synthesized from the chemicals like ammonia and nitric acid. “Potassium nitrate is the same effective FDA-approved ingredient for pain relief used in leading brands but with this innovation Tom’s of Maine is the only brand to source it from nature,” the company says in a release.

Like all Tom’s of Maine products, no parabens, artificial colours, ingredients, flavours or sweeteners are in the new Maximum Strength Sensitive Toothpaste.

The new toothpaste comes in two flavours: soothing mint and true mint.Tom’s of Maine’s Maximum Strength Sensitive Toothpaste will be available in US stores in September 2009.