Sensodyne Pronamel, the number one dentist recommended brand for enamel wear*, is launching a new Active Enamel Shield toothpaste range. The new range will be available in Tesco from June in two variants, Fresh Mint and Whitening.
The Sensodyne Pronamel Active Enamel Shield range helps protect against the leading causes of enamel wear: acidic foods and drinks. The new toothpastes actively strengthen and shield enamel against erosion from dietary acids, found in common food and drink items like fruit and coffee, and build 2X the acid resistance from day 1, against dietary acids**, helping to prevent cavities from forming. The range also provides 24-hour cavity protection†, whilst leaving the whole mouth feeling clean and fresh.
Dr Kate Fabrikant, Medical Lead Northern Europe, Haleon, comments: “Our enamel is the first line of defence against dietary acids, so it is important that shoppers have access to a product that helps protect enamel and prevents cavities from forming.”
“We know consumers are aware of the need for cavity protection, but they may not realise that protecting your enamel in turn protects against cavities forming. The new range helps retailers cater to this shopper need by keeping enamel healthy and in its prime, with twice daily brushing. Providing a solid self-care product in between dentist visits.”
Sensodyne Pronamel Active Enamel Shield will be rolling out from June across grocery and high street pharmacy with an MRSP*** of £5.50. The launch will be supported with a dedicated media campaign from September, including a dentistry led TVC, social, and in store shopper activations. The Pronamel Active Enamel Shield range has a cap made from recycled plastic††.
*Dentist Survey, UK, 2022. For verification: mystory.gb@haleon.com
**vs your mouth’s natural defences
† With a healthy diet, brush twice daily to keep up protection
†† 95% recycled plastic
***pricing at discretion of the retailer
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