Zila Inc. entering toothpaste market, negotiating with ADA. (American Dental Association)

Phoenix-based Zila Inc., which markets medications that treat oral lesions and skin irritations, is introducing a new product into the $1.5 billion U.S. toothpaste market.

Although not familiar with Zila's specific product, officials from the American Dental Association have expressed reservations about the product's two main ingredients.

Zila's new product, called PeriGel, is an oral care system for teeth and gums. A carton of PeriGel contains two tubes: one a baking soda paste with fluoride, the other a hydrogen peroxide gel. Approximately equal amounts from each tube are applied to the toothbrush.

The product generates microscopic oxygen bubbles that …