Procter & Gamble is planning to give away 20 million tubes of toothpaste in support of its push further into the oral care market.

Oral B toothpastes hit British supermarket shelves for the first time this month after 15 years’ development and more than 70 scientific studies.

“It is really going gangbusters at the moment,” said Irwin Lee, general manager of P&G’s UK and Irish operations.

“We’re going to give away 20m samples of this paste in the UK market – 10m will go through dentists and the remaining 10m will go through pack give-aways, online and lots of different avenues.”

The toothpaste, which is already available in the Netherlands, Belgium and Brazil, claims to substantially reduce stains and freshen breath, and is part of P&G's cross-category expansion plans. 

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Oral-B plans big push for Pro Expert (25 June 2011)