Pedigree Chum DentaStix chew dog

Pedigree has launched a dog chew designed to give teeth a ‘deep clean’.

DentaFlex (rsp: £1.25) claims to reduce the build-up of plaque and tartar close to the gum line when used twice weekly. It has a spongy texture that flexes around the tooth, and is said by Pedigree to last up to seven times longer than the brand’s existing DentaStix.

The launch is being supported by a new TV ad campaign and PoS.

Webbox has launched patented rawhide-free dog treat DreamBone, a two-layer chew containing chicken. Available in various sizes for small, medium and large breeds (rsp: £2.49 to £4.99), it goes into Asda next week and Tesco and Morrisons from late summer.