Economic Investment Total Annual Product Cost --$164 Million Raw Materials --$72 Million Production Rate – 34 Million tu

1. Anti-Cavity Toothpaste Design* Bonnie Grider**, Michele Johnson**, and Miguel J. Bagajewicz School of Chemical, Biological, and Materials Engineering University of Oklahoma 100 East Boyd Street Rm. T-335 (*) This work was done as part of the Capstone Chemical Engineering class at the University of Oklahoma (**) Capstone Undergraduate students • Toothpaste Manufacture • The following steps are the mixing procedure according to the Rheology Modifiers Handbook (Braun and Rosen 2000): • Slowly add the deionized water and the sorbitol aqueous solution (70%). • Mix this solution with the xanthan gum. • Add the calcium carbonate and hydrated silica to the solution until it is uniform. • Add the flavoring, xylitol to the mixture until it is uniform. • Follow by the addition of the active ingredient, polyphenolic extract. • Add the sweetener, sodium saccharin (10%) aqueous solution. • Add the preservative, sodium benzoate and the pH adjuster, trisodium phosphate. • Add the titanium dioxide until it is uniform in the mixture. • Then add sodium lauryl sulfate (30%) aqueous solution to the mixture. • Avoid incorporating air during mixing. Mix each step uniformly. • Market Base • Toothpaste sales projection $2,460 Million in 2008 (Packaged Facts 2000) American South/Southwest Population—92 Million • 13.5% of toothpaste sells are speciality toothpaste (Packaged Facts 2000) • Assumed 60% of population buys toothpaste • 7.45 Million Target Market • Assumed people buy 1 tube toothpaste every 2 months Product Properties Effectiveness  Percent less cavities Sweetness  Equivalent weight percent sucrose Cooling Effect  Ca2+ ion current Cooling effect caused by both menthol and cold is mediated by Ca2+ ion channels Thickness (F/A) α (Viscosity)1/2 Abrasion  Relative Dentin Abrasion (RDA) Foaminess  Hypothetical Foam Height Creaminess  Abstract In this work, a novel active ingredient is explored as an additive for a dentifrice,. This ingredient is extracted from the byproduct of wine-making, grape pomace. This polyphenolic extract shows strong inhibitory power toward the virulence factors of oral bacteria, such as the production of polysaccharides and acid. A consumer preference model is used to connect consumer survey data to a product composition for toothpaste, including the polyphenolic extract. This exercise results in a product composition that boasts 98% consumer satisfaction and a selling price that maximizes profit. • Consumer Utility Maximization • We use the following price demand relation p1d1 = (α/β)ρ [(Y-p1d1)/p2]1- ρd1ρ • Y= $360 million/ yr (Consumer budget) • ρ =0.75 Model Parameter) • p2= $7 (competition Price) • α =1 Consumer awareness • β =S2/S1 Ratio of preferences between new product and competition • NPW is calculated for different Prices and β values with manufacturing costs dependent upon β • What’s the Problem? • Cavities: Also known as Dental Caries • Most prevalent and costly infectious disease in the U.S. • $78 billion spent on dental services/year in the U.S. • Occur when tooth enamel and the underlying tooth decay • Cause - mainly Streptococcus mutans • Prevention – the inhibition of S. mutans along with regular cleaning of teeth • Economic Investment • Total Annual Product Cost --$164 Million • Raw Materials --$72 Million • Production Rate – 34 Million tubes/ yr (4.47 Million kg/yr) • Production Cost -- $4.86/ tube • What’s the Solution? • Novel Active Ingredient: • Grape pomace – waste byproduct of winemaking, mostly skins and seeds • Rich in polyphenols, currently under research for various health benefits • Polyphenols extracted through solvent-solid leaching, purification, and evaporation • Inhibits virulence factors of S. mutans • Prevents synthesis of extracellular polysaccharides • Lowers activity of glucosyltransferases (GTFs), enzymes which transfer glucose into glucans • Lowers bacteria’s ability to produce and tolerate acids • Lowers activity of F-ATPase, which protects S. mutans against environmental acid stress Catechin • Why Should We Proceed? • Economic Investment • Extraction Process --$10.1 Million • Equipment • Piping, Installation • Indirect Costs • Toothpaste Manufacturing – no investment cost • Utilize an existing process line at the existing toothpaste production facility. • Conclusions • Tooth cavities are caused by S. mutans and are a serious public health issue. • Polyphenolic grape pomace extract will inhibit the virulence factors of S. mutans and consequently decrease the risk of tooth cavities when placed in a toothpaste with 98% consumer preference. • Only the extraction process requires an investment, which totals $10 million and will yield an estimated return on investment of 700% when product is sold at $8/tube. • How Do We Proceed? • American Dental Association Seal of Approval • Important symbol of dental product’s safety and effectiveness • Submission to the ADA Council on Scientific Affairs is voluntary • Six General Criteria for Acceptance References U.S. National Library of Medicine. 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Chemical Characterization of Red Wine Grape (Vitis vinifera and Vitis Interspecific Hybrids) and Pomace Phenolic Extracts and Their Biological Activity against S. mutans.J. Agr. Food Chem. 2007, 55, 10200-10207.  Bagajewicz, M.J. On the Role of Microeconomics, Planning, and Finances in Product Design.AIChE Journal, 2007, 53,12, pg 3155. Consumer Modeling Use consumer survey aims at determining the product formulation with the highest consumer preference Consumer preference is measured by a weighted sum of consumer preferences over different attributes. • Name • Composition, nature, and function • Evidence of safety and efficacy • Conform to governmental regulations • Use of biodegradable and recyclable materials • Labelling, package inserts, and advertising yi – property satisfaction of i wi - property weight of i S - preference