Due on shelf next month, Total Advanced Fresh works by leaving an anti-bacterial ingredient that fights bad breath germs on teeth. The double-mint flavoured green gel also contains cooling agents, said to help fight cavities, tartar, plaque and gum problems, as well as restoring whiteness.
A multi-million pound marketing campaign will include national TV and press ads, posters, instore promotions and point of sale. Sample packs and information will be sent to more than 200,000 dentists.
The 50ml tube has an rsp of £1.25 (100ml, £2.15), while a 100ml pump will retail at £2.46 and a 2in1 format at £1.99.