Repairing Enamel on Teeth

Claim made by: Regenerate Enamel Science- Unilever
Location: In the Boots magazine

Unilever have a product- a toothpaste; Regenerate Enamel Science Toothpaste. They claim it regenerates the enamel mineral on teeth reversing the erosion process using a unique ingredient known as NR-5 (TM).

Update 2017-10-17

On the 7th September 2017, I received an email from Unilever Consumer Care UK. My request had been given the Case Number # 20875950, and this was the reply to my request:
"Hello from Regenerate,
Thank you, Danae, for your recent comments regarding our Regenerate Enamel Science Toothpaste.
We would kindly like to enquire which research organisation you are working as a scientist for and your current scientific credentials as we are unable to provide the information you requested to the general public.
Yours sincerely,
Consumer Engagement Centre Adviser"

I replied to them the same day telling them about myself, my qualifications, that I am one of several Ask for Evidence ambassadors and told them the following: "I would also add that this campaign is about transparency of evidence and whether the evidence stacks up to the claim made. We encourage the general public to ask for evidence on various topics, so it isn't just ambassadors who do request this information. "

It has been over one month now since I replied to them and I haven't received any reply to this. Suffice to say, academic publications should be out there for people to read and judge (as indeed there are), and Unilever has so far failed to do this. So until I hear from them, I'm not going to be satisfied with this.

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