Sensodyne is expanding its £10m Repair & Protect toothpaste with two new variants.

The Extra Fresh and Whitening toothpastes, rolling out next month (rsp: £3.99/75ml and £4.29/75ml respectively) follow on the original Repair & Protect, which has clocked up £10m in sales since launching last April [Nielsen to 31 March 2012].

Brand owner GSK claimed it repairs sensitive teeth by building up a protective, tooth-like layer.

The extensions, supported by a £7m campaign starting July, “will help keep the sales momentum going,” said GSK brand director Gareth Rudduck. A move into mouthwash was also on the cards, he added.

Topics