Packaging: Putting a Squeeze on the Tube

Toothpaste is the stuff of which family feuds are made. The problem is the packaging: some people think nothing of leaving the cap off or nonchalantly squeezing from the 1 middle of the tube. But now U.S. makers of "dentifrice think they can bring harmony to the bathroom sink with a packaging breakthrough: the pump, a hard plastic container that dispenses toothpaste with a flick of the thumb.

Minnetonka, the Minnesota firm that developed Softsoap, last May introduced the first pump toothpaste, Check-Up. Now Colgate-Palmolive is following with Colgate in a pump, and Lever Bros, has put out a pump version...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!