Aquafresh Launches New Toothpaste to Provide Freshness for the Whole Family

Aquafresh, one of the U.K.’s most chosen health and beauty brands[1], is extending its successful 125ml value range with new Aquafresh Active Fresh. Active Fresh focuses on the top benefits mums look for in toothpaste – fresh breath and effective cleaning[2].

Research shows the top two characteristics that mums look for in family toothpastes are freshness and cleanliness2. Aquafresh Active Fresh perfectly aligns with shopper needs as it offers a fresh breath feeling and great cleaning, whilst preventing cavities. The new formula and flavour, containing menthol, has been specially designed for fresh breath. As well as offering the desired characteristics, it also joins the 125ml range at an affordable price, suiting families.

Ben Court, Senior Brand Manager, Aquafresh at GSK, comments: ‘’Active Fresh 125ml addresses a gap in the market providing a sales opportunity for value retailers, and has been created to appeal to the most important things that mums look for when buying toothpaste – fresh breath and cleanliness. Active Fresh reaffirms the much-loved and trusted brands heritage, which is based on freshness from the Aquafresh brand name, and the history of being the three stripes toothpaste. Aquafresh strives to provide care for the entire family, so there’s no doubt you can find what you’re looking for when it comes to great toothpaste.’’

[1] Kantar, The UK Ranking of the Most Chosen Health and Beauty Brands, May 2019

[2] Data on File, GSK, Added Value Mum Segmentation Research (n=1,970), 2009