Aquafresh is expanding its portfolio with the new Aquafresh White Renew toothpaste range. Specifically designed with its best ever whitening formulation, the value range includes Aquafresh White Renew Deep Clean and Aquafresh White Renew Long Lasting Whitening*at MRRP £1.99**.
Whitening is the strongest driver of everyday toothpaste[1], predicted to grow at +£1.2 billion over the next few years. Within the category, Aquafresh’s whitening range is growing at an impressive +31.2%[2], highlighting a significant opportunity for retailers and pharmacists to tap into this momentum.
The three key ingredients in this 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. The range includes:
- The Aquafresh White Renew Deep Clean toothpaste which has whitening agents designed to remove stains and restore natural whiteness of the teeth.
- The Aquafresh White Renew Long Lasting Whitening* toothpaste that has added Stain Shield technology to help protect teeth from staining.
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, help protecting gums* and refreshing breath.”
In alignment with Haleon’s goal to develop solutions for all product packaging to be recycle-ready† by 2025[3], the toothpaste range has a recycled carton, recyclable tube, cap and carton.
The Aquafresh White Renew toothpaste range is available across grocery and pharmacy from May.
References and appendix
* with regular twice daily brushing
** pricing at sole discretion of retailer
*** After 8 weeks use vs Aquafresh Fresh & Minty
[1] Kantar FMCG – GS02 – 52we March 24
[2] Circana Total Market MAT 06.07.24
† 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.
