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Challenge Masking Salty Taste
Masking Salty Taste
STATUS: Awarded
Active Solvers: 267
Posted: May 05 2016
Challenge ID: 9933826
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Sodium bicarbonate is a salt that is used as an ingredient in various products for many applications across various industries. It has a particularly strong salty taste, hence in applications where it is ingested, the salty flavour is pronounced. That is the case in toothpastes, where the beneficial gum protection effect that sodium bicarbonate delivers is overshadowed by the unpleasant salty taste that is felt by consumers, making such toothpastes unpopular. 

Do you have a technology that can mask the salty taste and make it imperceptible in toothpastes?

This is a Reduction-to-Practice Challenge that requires written documentation, experimental proof-of-concept data, and, if requested by the Seeker, sample delivery.


Sodium bicarbonate (NaHCO3) is an active ingredient against early stage gum disease (gingivitis), present in various toothpastes. When present in high concentrations, sodium bicarbonate gives the toothpaste a very strong salty taste that makes the toothpaste taste unpleasant. As a result, acceptability by consumers is low and this salty taste constitutes a huge barrier to mass market appeal. 

The Challenge is to find a method to mask the salty taste in toothpastes with high concentrations of sodium bicarbonate, so that this acceptance barrier is overcome and consumers can benefit from the these products.

The Seeker intends to award up to 2 winning solutions from a total pool of $50,000, for the solution(s) that meet the criteria as solely determined by the Seeker. No award will be smaller than $20,000. 

To receive an award, the Solvers will have to transfer to the Seeker their exclusive Intellectual Property (IP) rights to the solution.  However, the Seeker will be willing to consider a licensing agreement for a partial award if exclusive IP cannot be transferred by the Solver.

Submissions to this Challenge must be received by 11:59 PM (US Eastern Time) on July 31, 2016. Late submissions may not be considered.


The Seeker for this Challenge requires additional Solver verification and due diligence. Please read carefully the respective sections in the Challenge Specific Agreement for further information or use your Project Room to ask a question.

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What is an RTP Challenge?

An InnoCentive RTP (Reduction to Practice) Challenge is a prototype that proves an idea, and is similar to an InnoCentive Theoretical Challenge in its high level of detail. However, an RTP requires the Solver to submit a validated solution, either in the form of original data or a physical sample. Also the Seeker is allowed to test the proposed solution. For details about treatment of IP rights, please see the Challenge-Specific Agreement.

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