P&G Set for UK Launch of 'Breakthrough' Oral-B Product

On the 1 July, Procter & Gamble is launching the first toothpaste under its Oral-B dental brand in the UK, called Pro-Expert. The move forms part of its "multi-dimensional innovation strategy" to push its existing brands into parallel categories and drive revenue growth.

Procter & Gamble claim that their new Oral-B product is "the biggest breakthrough" in the market since the introduction of Fluoride. The Pro-Dental range includes four toothpastes that have each been developed to provide an all-in-one toothpaste that targets the eight problem dental areas identified by dentists.

The UK launch will be promoted by marketing across traditional and digital channels, a major sampling campaign and strong in-store presence.

Oral B marketing director, Ian Morley, commented: "Consumers have always embraced and rewarded great innovation and this hasn't changed. To continue to achieve sustained growth, we have expanded our innovation thinking in more dimensions. With Oral B Pro-Expert we're bringing a breakthrough product to market... it will disrupt the category and deliver the 'new' that excites shoppers. We're broadening our portfolio offering by extending into an adjacency to grow our business in a new area."

P&G introduced Pro-Expert to Holland and Belgium in 2009 - they report strong growth in a category that was previously in decline and are expecting similar results in the UK.

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