Haleon has begun rolling out a range of premium whitening toothpaste under its Sensodyne brand.
Called Clinical White, the range has launched in Morrisons with two variants: Stain Protector and Enamel Strengthening (MRSP £10/75ml). It will be listed in Boots this week, with further rollout into grocery and pharmacy throughout 2024.
Using “advanced whitening technology”, the new line is claimed to whiten teeth by two shades after eight weeks of twice daily brushing.
The brand noted that the launch aims to bridge a gap in the market for whitening products that help protect sensitive teeth and are enamel-safe.
Sensodyne GB&I sales director Michael Durkin said: “We know that when consumers are looking for a toothpaste, whitening benefits are often prioritised over other issues like sensitive teeth. At the same time, almost half of the adult population experience sensitive teeth when whitening their teeth, so there is a clear need for a product which delivers against both consumer demands.
“Currently, many consumers don’t believe that they can care for their sensitive teeth and get whitening in one product, which is why we’ve worked hard to develop Clinical White to give sensitive teeth sufferers the whiter teeth they deserve.
“With this innovation, Sensodyne is entering the premium whitening space for the first time. Serving multiple need states and therefore appealing to a wider audience of shoppers, we expect this to be an important launch within the toothpaste category for retailers.”
The launch will be supported by marketing activity from April, spanning TV, digital and out-of-home.
