Haleon’s Sensodyne Pronamel brand has launched a new Active Enamel Shield toothpaste range, which is rolling out in Tesco in two variants, Fresh Mint and Whitening.
The Sensodyne Pronamel Active Enamel Shield range helps protect against the main causes of enamel wear: acidic foods and drinks. The company stated that the new toothpastes actively strengthen and shield enamel against erosion from dietary acids, found in common food and drink items like fruit and coffee, helping to prevent cavities from forming. The range is also said to provide 24-hour cavity protection, whilst leaving the mouth feeling clean and fresh.
“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,” commented Dr Kate Fabrikant, Medical Lead Northern Europe at Haleon.
“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 is rolling out this month across grocery and high street pharmacy with an MRSP of £5.50. The launch will be supported with a media campaign from September, including a dentistry-led TVC, social, and in-store shopper activations.