Haleon’s Sensodyne Pronamel brand is expanding its children’s toothpaste offering with the introduction of new Sensodyne Pronamel Kids 3-5 Years.
The new line comes in a Strawberry Twist flavour, with a formulation that offers 24-hour cavity protection and 2x stronger enamel defence.
Meanwhile, Sensodyne Pronamel Junior 6-12 Years toothpaste will feature refreshed packaging and a new formulation with a Bubble Mint flavour.
Michael Durkin, GB Sales Director at Haleon, said: “Strong enamel is children’s first line of defence against cavities and erosion, but the enamel in milk teeth is 50% thinner than adults’ teeth, so specialist care is needed to help protect healthy, happy smiles.
“New permanent teeth also take up to three years to reach full strength and are 50% more vulnerable to damage than adult teeth, so it is important to consider caring for the teeth from an earlier age.
“At Haleon, we know that almost a third of parents are seeking a specialist toothpaste recommended by a dentist for their children. To meet this need and enable parents to provide the appropriate care for their children’s teeth, the Sensodyne Pronamel kids’ toothpaste range has been developed with dentists.”
The launch will be supported by above-the-line marketing, featuring new creative assets across TV and digital platforms.
The new Sensodyne Pronamel Kids toothpaste range is rolling across grocery and high street pharmacy at an MRSP of £2.50.
