Sensodyne Pronamel, the number one dentist recommended brand for enamel wear*,is launching a new Active Enamel Shield toothpaste range. The new range will be available in Tesco from June in two variants, Fresh Mint and Whitening.
The Sensodyne Pronamel Active Enamel Shield range helps protect against the leading causes of enamel wear: acidic foods and drinks. The new toothpastes actively strengthen and shield enamel against erosion from dietary acids, found in common food and drink items like fruit and coffee, and build 2X the acid resistance from day 1, against dietary acids**, helping to prevent cavities from forming. The range also provides 24-hour cavity protection†, whilst leaving the whole mouth feeling clean and fresh.
Dr Kate Fabrikant, Medical Lead Northern Europe, Haleon, said: “The entire Sensodyne Pronamel toothpaste range has optimised technology which has been shown to be highly effective at delivering fluoride to enamel***, and this is replicated across the new Pronamel Active Enamel Shield toothpastes. In turn, the new toothpaste strengthens and helps protect enamel against erosion, giving patients a solid self-care product to rely on in between dentist visits.”
Sensodyne Pronamel Active Enamel Shield will be rolling out from June across grocery and high street pharmacy with an MRSP of £5.50†††. The launch will be supported with a dedicated media campaign from September, including a dentistry led TVC, social, and in store shopper activations. The Sensodyne Pronamel Active Enamel Shield range has a cap made from recycled plastic††.
*Dentist Survey, UK, 2022. For verification: mystory.gb@haleon.com **vs your mouth’s natural defences ***after dietary acid attack † With a healthy diet, brush twice daily to keep up protection †† 95% recycled plastic †††pricing at discretion of the retailers
