Colgate has introduced a new Keep replaceable head manual toothbrush with an aluminum handle to reduce plastic waste.

The replaceable head uses 80% less plastic compared to the brand’s traditional manual toothbrushes while the 100% reusable aluminum handle is lightweight and available in navy or silver colours.

The outer cardboard packaging of the new manual toothbrush is made with completely recyclable 60% recycled content.

Colgate-Palmolive vice-president and general manager Dana Medema said: “The Colgate brand is in more homes than any other, so we can and we will create a healthier, more sustainable future for all.

“That’s why in Colgate’s 2025 sustainability goals, we pledge to reduce plastic waste from toothbrushes by 50%.”

According to the company, more than 495 million of adult manual toothbrushes were bought in the US last year.

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Since toothbrushes do not make it through recycling streams because of their small size, mix of materials and other restrictions, they end up in landfill.

The company, through a collaboration with TerraCycle, has recycled over five million toothbrushes as well as other oral care items for ten years.

Medema added: “The launch of Keep is just one step towards our goal, with 80% less plastic vs. comparable Colgate toothbrushes.

“We know we have many more strides to make towards a zero-waste toothbrush future and are proud to be starting here.”