A range of children's oral-care products is joining the Aquafresh portfolio, backed by a £2m marketing spend.
The Aquafresh Children's Range forms part of brand owner GlaxoSmithKline Consumer Healthcare's strategy to strengthen its family positioning.
Products include Milk Teeth, for children up to three years old; Little Teeth, for four to six-year-olds; and Big Teeth for six-year-olds and above. It consists of a toothpaste and toothbrush for each stage, with a sugar and alcohol-free mouthwash for the oldest group.
The range would help parents make the right choice for their children as they develop and grow, said Jon Sandy, GSK category controller. "The move is expected to grow the category by encouraging trade-up to premium products, creating additional children's-specific purchases and boosting penetration of brush and wash," he said.
The range has already been launched for dental professionals.