GlaxoSmithKline launches Sensodyne Complete Protection range

GlaxoSmithKline has announced the launch of new Sensodyne Complete Protection products, the latest new additions to the growing range.

To be introduced this month, the new selection will consist of standard and extra-fresh toothpaste packs, plus Complete Protection toothbrushes that are optimised for sensitive teeth, reports The Grocer.

According to GlaxoSmithKline, these new products provide seven different benefits, including protecting sensitive teeth from pain, helping to develop stronger enamel and promoting gum health.

The toothpaste also includes a special technology called NovaMin, which delivers calcium and phosphate to sensitive areas to create a tooth-like mineral layer over the dentine surface.

Since last year, Nielsen figures have shown that sales of the Sensodyne brand have increased by 2.1 per cent to a total of 56 million pounds.

Of this, 18.6 million pounds can be accounted for by the Repair and Protect toothpaste range that GlaxoSmithKline introduced in 2012, before adding extra-fresh and whitening options to the portfolio in March 2013.