It’s enough to make the Colgate Wisdom Tooth cry.

A Japanese company thinks it has come up with an invention that will put the squeeze on toothpaste manufacturers: a solar powered toothbrush.

The Soladey Ion Toothbrush features fully replaceable bristles. But the really interesting part is what’s built into the handle — a small solar panel similar to those which run pocket calculators.

Ambient light generates a small current that sends a stream of ions through the bristles and into the user’s mouth. These ions attack the bacteria which cause plaque and tooth decay. No toothpaste is necessary.

Clinical trails are ongoing, but initial results look good. The Soladey is already a hit back home in Japan, and is now going on sale worldwide. In the United States, it retails for about $29.95.

Link: Soladey