Pronamel, the number one dentist recommended toothpaste brand for enamel erosion1, is expanding its toothpaste portfolio, with the launch of Pronamel Clinical Enamel Strength toothpastes. The new range includes Pronamel Clinical Enamel Strength Deep Clean and Pronamel Clinical Enamel Strength Whitening Action, formulated using Pronamel’s best enamel care science yet* as it delivers more fluoride into the enamel surface++. With twice daily brushing, this premium range is designed to help keep teeth in their prime and offers 24/7 enamel protection.
Building on the success of Pronamel Intensive Enamel Repair toothpaste range, the new range offers clinically proven enamel strengthening, delivers three times stronger enamel protection+, and starts to strengthen enamel from the first brush.
In the UK enamel damage is worsening, with 97% of adults experiencing enamel erosion2. Consumers are increasingly turning to specialised enamel care products in response. Pronamel Clinical Enamel Strength range has been formulated to address the need for an effective solution that offers 24/7 enamel protection** and promotes healthy enamel for life**.
Pronamel Clinical Enamel Strength formulations are fluoride-optimised, helping more fluoride penetrate deep into weakened enamel surfaces ++. These toothpastes repair 66% of micro damage in acid-weakened enamel^. The Deep Clean variant provides 55% more effective cleaning action^^, whilst the Whitening Action variant delivers 40% greater whitening action^^ while being gentle on enamel.
Monica Michalopoulou Marketing Director at Haleon, said: “In the UK, the enamel care sub-category has seen an increase in value sales growth over the last three years3, highlighting the increasing consumer desire for a specialist toothpaste that protects enamel against everyday dietary challenges. As Pronamel is the number one dentist-recommended toothpaste brand for enamel erosion1, it’s important that we continue to evolve our range in response to consumer needs, and supply them with trusted, clinically proven products.
The new Pronamel Clinical Enamel Strength range is set to offer retailers a premium, differentiated addition to the enamel care category, with a strong proposition that uses our best enamel care science yet*, designed to encourage shoppers to trade up to a premium option that delivers the results they’re looking for – a product that helps to keep enamel forever**.”
Both Pronamel Clinical Enamel Strength products will be available in Boots from 8th June 2026 at £12 RRP+++, before a wider roll out across grocery and pharmacy. The launch will be supported by a wide-reaching communications campaign, and strong in-store activations to drive visibility.
References and Citations
*In Sensodyne Pronamel’s portfolio
**With twice daily brushing
+From dietary acids, vs your mouth’s natural defences
++vs a non-optimised toothpaste in laboratory studies
+++In-store pricing is at the sole discretion of the retailer
^Rehardening of acid softened enamel surfaces in a laboratory study
^^vs Pronamel Intensive Enamel Repair toothpaste
1 IPSOS, 2024. To verify: mystory.gb@haleon.com
2 Adult Oral Health Survey (AOHS), Gov.uk 2025. British Dental Nurses Journal 2024.
3 Circana data to 28.12.2025, UK Enamel sub-category, Oral Health excl electric
