GlaxoSmithKline launches new Aquafresh whitening toothpastes

GlaxoSmithKline has announced the introduction of Aquafresh High Definition White, a new whitening-specific toothpaste product.

The toothpaste will be available in two mint variants, Tingling and Illuminating, with the commercial launch to be supported by a 3.8 million pound advertising push, reports The Grocer.

It marks a significant step in the development of the Aquafresh brand, as the products represent the first oral beauty-oriented offerings to be included in the range.

The new toothpaste features Illumipearls technology that has been designed to offer three times better whitening performance than regular paste.

GlaxoSmithKline said Aquafresh High Definition White offers distinct benefits compared to the existing Iso-Activ toothpaste, which it described as an "everyday product with whitening benefits".

This comes after the company expanded its range of dental products further last month with the introduction of Sensodyne Complete Protection, a new assortment of toothpastes and brushes, alongside a multichannel marketing campaign to raise awareness of the brand.