The first commercial shown on TV in Britain was for Gibbs S R Toothpaste and was transmitted at 20:12 on Sept 22 1955 during a variety show hosted by Jack Jackson.

Here viewers saw a tube of toothpaste embedded in a block of ice and a woman called Meg Smith brushing her teeth in the approved manner, ‘up and down and round the gums’. The immaculate tones of Alex Macintosh delivered the newly-minted slogan:

‘It’s tingling fresh. It’s fresh as ice. It’s Gibbs SR toothpaste.’

Toothpaste was part of everyday life then and five decades later it still remains one of the first products we use after waking.

Having been diagnosed with an allergy to the artificial sweetener phenyalaline (aspartame) after suffering anaphylactic shock over ten years ago I have avoided all things that state ‘sugar free’ .  This includes supermarket shelf toothpaste - yes that’s right toothpaste includes sweetener, usually in the form sodium saccharin. Apparently it improves the taste.

For a few years I used only bicarbonate of soda and rock salt with a squeeze of lemon to give the paste some taste to clean my teeth. When I look back I can’t believe that I did that.

Even when I visit the dentist I take my own toothpaste along as the NHS doesn’t supply a saccharin free alternative.

On the market today there are a variety of ‘natural’ brands, once only stocked by health food stores, but are now happily infiltrating mainstream supermarkets. Here are a few of that that I have tried and tested.

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What they say: This toothpaste offers protection from tooth decay, naturally white teeth and mint-fresh breath in one product. The special Lavera recipe with sea salt cleans the teeth intensively yet carefully. Plaque and tartar are removed, while retaining the natural dentine. When used regularly mint toothpaste helps to restore the natural whiteness of your teeth. The biological tooth-whitening formula with microparticles gently dissolves stains and achieves a visible improvement.

What we say: Quite a gritty texture and mild flavour. A stronger punch of flavour needed to awaken the mouth in the morning but would be great for bedtime.

Price: £2.69 for 75ml

Available from: Good health and organic retailers nationwide or online at lavera.co.uk

2. Weleda – Plant Gel Toothpaste

What they say: This fluoride free range is made from organically-grown ingredients and no synthetic additives whatsoever. Weleda grows its own plants using biodynamic methods of agriculture which have won the Weleda gardens the international Demeter symbol for their high standards.

What we say: We love the brightly-coloured chunky tubes made from recyclable aluminium. This toothpaste comes in a gel and it took some getting used to the salmon pink colour. The flavour is great - the essential oils of peppermint and spearmint woke up the mouth and teeth felt smooth and really clean. A definite rebuy.

Price: £3.25 for 75ml

Available from: weleda.co.uk

3. Kingfisher – Mint Toothpaste (with Fluoride)

What they say: Kingfisher Natural Toothpaste is the UK’s leading brand of natural toothpaste. It contains no artificial colourings, flavourings, sweeteners or preservatives. Instead, we use natural ingredients. Real fennel and real lemons, for example. It is also It is GM-free, Halal and Kosher. Kingfisher came out as Best Buy and toothpaste with the highest ethical rating in a survey by ethical consumer.org in 2008.

What we say: Kingfisher was the first ever brand that I bought some 13 years ago. Opting for the with fluoride version has always been my dentists preferred choice (Kingfisher is also approved by the British Dental Health Foundation). The toothpaste tastes good. But the freshness does not last long in the mouth. I used this toothpaste for at least 10 years until more brands came onto the market and my teeth have always looked shiny and bright.

Price: £2.79 for 100ml

Available from: Holland & Barrett and some supermarkets.

4. Green People – Minty Cool Toothpaste

What they say: A fresh and minty natural toothpaste without harsh detergents. Contains natural betaine which is highly effective against dry mouth syndrome. This natural toothpaste is free from Fluoride, Triclosan, Sorbitol, Parabens, phthalates, artificial sweeteners, petrochemicals and colourants to bring you the purest toothpaste that nature can offer.

What we say: A fantastic toothpaste really fresh in flavour and well worth a try although a little more expensive.

Price: £3.38 for 50 ml

Available from: greenpeople.co.uk

5. Tom’s of Maine – Spearmint Tartar Control Toothpaste 85ml

What they say: Set up in the 1970s by healthy living enthusiasts. What started out home-made herbal concoctions has become a mini-ethical empire (a dwarf, though, compared to the likes of Colgate-Palmolive). Ten per cent of profits and five per cent of paid worker time goes to charity.

What we say: A nice fresh wake up call for the mouth and teeth feel nice and clean after use. The taste however doesn’t last for too long. Great to use just before bed.

Price: £3.18 for 85ml

Available from: Health food shops, ethicalsuperstore.co.uk and selected large supermarkets.

Other ways to help the environment when brushing your teeth:

1. Never leave the tap running
2. Use less toothpaste on the brush as most of it tends to fall off before it gets into my mouth anyway!
3. Make sure you squeeze every last drop of toothpaste from the tube before throwing it away.
4. Consider buying Monte Bianco Clip Adult Toothbrush – here you replace only the head instead of the whole toothbrush