Sensodyne Pronamel, the No.1 dentist recommended toothpaste brand for acid erosion[1], is expanding its children’s toothpaste offering with the introduction of NEW Sensodyne Pronamel Kids 3-5 Years. The new toothpaste comes in a Strawberry Twist flavour, with a formulation developed with dentists, offering 24-hour cavity protection†, and delivering a 2x stronger enamel defence††.
Sensodyne Pronamel Junior 6-12 Years toothpaste, will feature refreshed packaging, as well as a new formulation, providing 24-hour cavity protection† and 2x stronger enamel defence ††, with a Bubble Mint flavour.
Michael Durkin, GB Sales Director, 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[2], 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 teeth2, 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 children2. 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.”
Sensodyne Pronamel Kids’ toothpaste range is specially formulated with optimised fluoride science to help keep children’s teeth strong and healthy by actively protecting precious enamel. The toothpastes are vegan-friendly**, made with 100% natural flavours and contain no SLS for child-friendly foaming.
In alignment with Haleon’s objective to develop solutions for all product packaging to be recycle-ready* by 2025[3], the products in this new toothpaste range have recyclable tube, cap and carton.
The launch of this Sensodyne Pronamel toothpaste range in 2025 will be supported by above-the-line marketing efforts, featuring new creative assets across TV and digital platforms to drive awareness.
The new Sensodyne Pronamel toothpaste range will be available across grocery and high street pharmacy from January at a MRSP of £2.50***.
References and citations
† Follow a healthy diet and brush twice daily. Level of protection may decrease between brushing.
† † Protection from sugar acids vs your mouth’s natural defences
** Does not contain any animal or animal derived products
* Recycle-ready means packaging that has been developed to be compatible with a targeted existing or emerging recycling infrastructure. By recycling infrastructure, we mean the state-of-the-art technology and operations capable of achieving efficient collection, sorting and processing into recycled material feedstocks.
*** Pricing at sole discretion of retailer
[1] Dentist Survey, UK, 2024. For verification: mystory.gb@haleon.com
2 MMR Kids segmentation Study- US & GE, 2022. Base = 970 parents (594 US, 376 GE)
3 Haleon Sustainable Packaging
† Follow a healthy diet and brush twice daily. Level of protection may decrease between brushing.
† † Protection from sugar acids vs your mouth’s natural defences
** Does not contain any animal or animal derived products
[1] Dentist Survey, UK, 2024. For verification: mystory.gb@haleon.com
[2] MMR Kids segmentation Study- US & GE, 2022. Base = 970 parents (594 US, 376 GE)
*** Pricing at sole discretion of retailer
