Aquafresh is expanding its portfolio with the new White Renew toothpaste range. Specifically designed with its “best ever whitening formulation”, the range includes Aquafresh White Renew Deep Clean and Aquafresh White Renew Long Lasting Whitening (MRRP £1.99).
The Haleon-owned brand noted that whitening is the strongest driver of everyday toothpaste, predicted to grow at £1.2bn over the next few years. Within the category, Aquafresh’s whitening range is growing at 31.2%, highlighting the opportunity for retailers and pharmacists to tap into this momentum.
The three key ingredients in the new Aquafresh toothpaste range – Sodium triphosphate, Alumina and PVP – enable consumers to have a holistic stain removal experience by gently removing stains and helping to restore the teeth’s natural whiteness – offering up to three times better whitening stain removal action, whilst rebuilding enamel strength.
Monica Michalopoulou, GBI Marketing Director at Haleon, said: “With whitening continuing to be a major growth driver in the category, the Aquafresh White Renew toothpaste range is a strategic expansion that enables retailers and pharmacists to offer their customers a whitening product range that is both effective and of great value.
“The toothpaste range provides more than just teeth whitening, delivering three in one protection by rebuilding enamel strength, helping protect gums and refreshing breath.”
The Aquafresh White Renew toothpaste range is rolling out across the grocery and pharmacy channels.
