Procter & Gamble hopes to breathe new life into the "stagnant" toothpaste market with the launch of its first Oral-B toothpaste brand for adults.

A major marketing push would "make it hard for customers to miss" the arrival of Oral-B Pro Expert, the company claimed.

The product, which hits shelves next month, is the result of more than 15 years development and more than 70 scientific studies, said Oral-B marketing director Ian Morley. He described it as "the ­biggest breakthrough in oral care technology since fluoride".

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.