Dentsply and GlaxoSmithKline to release co-branded products

Dentsply is allying with GlaxoSmithKline to release a range of co-branded oral care products for patients with sensitive teeth.

The agreement will see the Sensodyne name attached to Nupro-branded offerings from Dentsply containing NovaMin calcium phosphate technology.

This agent, which has been clinically proven to reduce tooth sensitivity, has been owned by GlaxoSmithKline since its takeover of NovaMin Technology in December 2009.

Initially, the agreement will cover two products – Nupro Sensodyne Professional prophy paste and Sensodyne Nupro Professional toothpaste.

The companies expressed confidence that this alliance will deliver a more continuous treatment offering for patients.

Christopher Clark, Dentsply's president and chief operating officer, said: "We are combining some of the most well-regarded brands and products on the market to provide a complete treatment solution … for patients suffering from this type of tooth pain."

According to its most recent financial report from last October, Dentsply saw an upward trend in year-on-year sales in 2010 due to the growth of the overall dental market.