"For strong healthy teeth," "For a shiny smile" and for a "Just brushed clean feeling," consumers need to look no further than the candy aisle. Tooth-whitening and cavity preventing products saw double-digit growth last year and that excludes sales of toothpaste and whitening systems. Candy makers aren't missing out on this growing trend. Sugar-free mints and gums have been the top growing products in their respective categories and whitening ingredients in these products have just made them that much more popular with consumers.

One of the sweeteners topping the dental benefits list is xylitol, which has shown in clinical studies to help prevent tooth decay. Chupa Chups's Mint-, Peppermint- and Spearmint-flavored Smint mints even advertise the use of xylitol on the front of its packaging and explain the benefits of using xylitol as a sugar-replacer on the candy's Web site. When carbohydrates, a.k.a. sugars, are consumed, acids develop in the mouth and the pH level drops, causing demineralization of tooth enamel and thus the potential for cavities.

"Xylitol is as sweet as sugar and has a cooling effect stimulating salivary flow, rinsing away debris and diluting acid, raising pH to more neutral levels at which remineralization is favored," says Ross Craig, product manager North America Sweeteners for Danisco Sweeteners in Ardsley, N.Y.

When products containing xylitol are used regularly for a few months, the bacteria mutans streptococci are shed from plaque to the saliva. "Control of the Strep. mutans bacteria is important as these bacteria produce most of the acid and plaque responsible for the demineralization and ultimate tooth decay," Craig explains. Even though large amounts of the bacteria may still be found in saliva, they are less virulent and do not adhere as tightly to the teeth. This means teeth aren't as susceptible to acid attacks at the enamel surface.

Since xylitol is a five-carbon polyol, oral bacteria do not metabolize it like other sweeteners and therefore no acid is produced. A few other sweeteners have shown to still be metabolized by the oral bacteria, and do not operate in cavity prevention like xylitol has shown and therefore are not as effective in cavity prevention.

Xylitol has shown in clinical studies that it does not contribute to cavity formation and may reduce new cavity development. Manufacturers still are cautious on what claims they make regarding xylitol and cavity preven?tion. Additionally, Food and Drug Administration approval has not been given in the United States to make such claims that xylitol prevents cavities, although dental associations around the globe have allowed such statements.

"In many European countries as well as Japan and Korea, the benefits of xylitol are so well communicated to the consumer base that it is sufficient just to flag 'with xylitol' on the front of the package, and people know that it is good for them," Craig says. "Some beloved American brands already market products with xylitol inclusion indicated on their labeling in select European markets; unfortunately these benefits are not identified in the United States as it is believed American consumers are not concerned with tooth decay, preferring whitening and breath freshening as more attractive product positions, which is all fine, of course, until one has to make an appointment for a crown or root canal."

One company is heavily promoting the health benefits of xylitol on its products. Xlear Inc., the largest importer of xylitol in the United States, manufactures Spry Dental Defense System gums and mints. In 2003, the company introduced a complete line of cavity fighting oral health products that take advantage of xylitol's capability to combine antibacterial action with great taste. The Spry Dental Defense products include chewing gum and mints along with toothpaste and oral rinse, which can be found in health food stores and on the company's Web site.

"Most non-health food industry consumers do not know what xylitol is," says Brent McKinley, v.p. of corporate development for Xlear. "It still maintains a relatively low profile among consumers. Even though you may find it in some mainstream gums and mints, more likely than not, it is not marketed on the gum and mint packaging. Xlear only uses xylitol to sweeten its gums and mints, and the company does clearly indicate that on its packaging."

Xylitol isn't the only ingred-ient making waves with the healthier teeth consumer demand. Casein phosphopeptides-amorphous calcium phosphate (CPP-ACP), better known by the brand name Recaldent, is an ingredient derived from casein, part of the protein found in cow's milk. Developed and patented by the School of Dental Science at the University of Melbourne in Australia, Recaldent is a trademark of Bonlac Bioscience International PTY LTD. Cadbury Adam's Trident White and Trident for Kids Berry Bubble Gum are the only whitening gums to contain Recaldent.

Recaldent works to strengthen teeth by delivering calcium phosphate, the building blocks of tooth enamel, to the tooth surface. Sugarless gum alone stimulates saliva that helps to remineralize tooth enamel. But, normally not enough calcium and phosphate exist in the saliva to replace the lost minerals. Recaldent works to remineralize by maintaining the casein phosphopeptides (CPP) in a soluble form. CPP sticks to the tooth surface and bacteria in plaque surrounding the tooth. In this soluble form calcium and phosphate can penetrate into the tooth enamel, thus strengthening the teeth.

"Trident White is made with a proprietary whitening technology and Recaldent, a milk-derived ingredient that strengths teeth," explains Sonia LaRosa, senior brand manager for Trident White. "Tests have shown that chewing two pieces of Trident White gum four times a day for four weeks can result in significant stain reduction when used in combination with a daily oral care regimen ? In addition, Trident White uses a unique, patented whitening technology that does not impact taste, unlike other ingredients like baking soda, bleach or dyes."

Trident White and Trident for Kids packaging includes the Recaldent logo to ensure consumers are aware the ingredient is incorporated into the product, LaRosa says. Launched in 1999, Trident for Kids was marketed primarily to parents. Since its introduction, Trident has enhanced communication for Trident for Kids Berry Bubble Gum to include its core users, children ages 8 to 11, since they are the primary consumers and influence product purchases, says Hiroko Ishibashi, senior brand manager for Trident for Kids.

While chewing gums and eating mints may not ever replace brushing and flossing, these products can provide hygienic benefits in a more convenient form. Confectionery whitening and dental products may not be as effective as a home bleaching system or a dental visit, but consumers can still repeat confectionery products' cost-effective benefits in between visits to the dentist.

And although no evidence exists, that consumers who use these products smile more often, manufacturers ? thanks to the category's growth ? are definitely flashing broader grins.