Haleon is expanding its Sensodyne Pronamel brand with the introduction of Sensodyne Pronamel Kids 3-5 Years, a new toothpaste designed specifically for younger children. The product, available in a delicious Strawberry Twist flavor, promises 24-hour cavity protection and twice as much enamel defense, offering specialized care for the delicate teeth of young children.
Alongside this new product, Haleon is also unveiling a refreshed version of Sensodyne Pronamel Junior 6-12 Years, now featuring a fresh Bubble Mint flavor and an updated formulation to meet the oral health needs of older kids. The new packaging and updated flavor aim to make brushing more appealing while still providing optimal protection.
Michael Durkin, GB Sales Director at Haleon, highlighted the importance of protecting young teeth: “Enamel is children’s first line of defense against cavities and erosion. However, milk teeth have 50% thinner enamel than adult teeth, and it takes up to three years for permanent teeth to fully strengthen, making them more susceptible to damage. That’s why early and specialized care is so important.”
Durkin noted that nearly one-third of parents are actively seeking a toothpaste recommended by a dentist for their children. To meet this demand, Haleon has developed the new Sensodyne Pronamel kids’ range with input from dental professionals to ensure it delivers the best care for young smiles.
The launch will be supported by extensive marketing, including TV and digital campaigns, aimed at raising awareness across a range of platforms. The new Sensodyne Pronamel Kids toothpaste line is now available in grocery stores and high street pharmacies with a recommended retail price of £2.50.
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