Squeezing a plastic tube to coax out the last of the toothpaste soon be a distant memory, thanks to new technology developed in the US. LiquiGlide, a chemical manufacturing company based in Cambridge, Massachusetts, has partnered with Colgate to roll out its easy-flowing toothpaste solution. It's a non-toxic, non-stick coating that can be applied to the inside of packaging to eliminate the friction between solids and liquids. This means toothpaste will effortlessly slide out, rather than having to be painfully prised out from every last nook and cranny of the tube. European consumers can now try the coating out with Colgate's new Elixir line, developed in partnership with LiquiGlide.