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An inorganic chemical, titanium dioxide is used as a dye to help products achieve a certain appearance, including whitening a product. Some experts and publications have described it as being akin to a paint primer that's used before the color is added to food in order to give products a uniform shine. Its presence is common in many items beyond Skittles including coffee creamers, cake mixes, and chewing gum. It's also used for pigment and in cosmetics manufacturing.

Most commonly used in candy, it can also be found in salad dressings, chewing gum, ice cream, frozen pizzas, drink and jello mixes and many other food categories. Titanium dioxide creates a smooth finish and adds shine and brightness to other colors. 

Are there any alternatives to toothpastes with titanium dioxide?

The global Lithopone market report provides in-depth competitive analysis as well as profiles of these major players.