Sensodyne, the leading oral care brand from Haleon, has expanded its product portfolio in India with the launch of Pronamel Kids toothpaste. This new product is specifically designed for children aged two years and older, aiming to strengthen tooth enamel and provide 24-hour cavity protection. Available in Strawberry and Bubble Mint flavours, the toothpaste contains 100 percent natural flavours and is free from added sugars. The launch marks Haleon's entry into the children's oral care segment in India, aligning with the company's purpose of delivering better everyday health.
Addressing the Vulnerability of Children's Enamel
Children's tooth enamel is up to 50 percent thinner than that of adults, making milk teeth more susceptible to cavities caused by sugary foods, juices, and frequent snacking. If left unprotected, this can lead to cavities that affect the health of children's dentition in the long term. Pronamel Kids is formulated to address this critical gap with a gentle formulation suitable for everyday use. The toothpaste helps strengthen enamel through fluoride, which promotes remineralisation and inhibits demineralisation, backed by scientific research.
Expert Insights on Early Oral Care
Mr. Kishlay Seth, Marketing Director – Oral Health Care, Haleon India Subcontinent, commented on the launch: "Pronamel Kids builds on the strong foundation we have established with Pronamel in India. It is designed to help strengthen enamel and provide 24-hour cavity protection. Children's toothpaste plays a critical role in early oral care. Milk teeth have thinner enamel and are more vulnerable to cavities, which can impact the development of permanent teeth. Early protection is essential to ensure that permanent teeth emerge healthy and strong. Awareness of the need for preventive, child-specific oral care remains limited. We aim to empower parents to adopt proactive oral care habits for their children, supporting strong enamel and healthy teeth for the future."
Consumer Awareness Campaign
To support the launch, Sensodyne is rolling out a consumer awareness campaign for Pronamel Kids across YouTube, Instagram, and leading OTT platforms. The campaign is designed to reach parents directly, highlighting the heightened vulnerability of children's enamel and the importance of specialised protection from an early age. By combining education with practical solutions, it aims to empower families to adopt proactive oral care routines tailored to children's evolving needs.
Availability and Pricing
Pronamel Kids will be available across general trade, modern trade, and e-commerce platforms throughout India. It comes in two variants: Strawberry and Bubble Mint, priced at ₹175 for a 70-gram tube, inclusive of all taxes.
About Haleon India Subcontinent
Haleon is a consumer health company solely focused on better everyday health. Its portfolio in India spans key categories including Oral Health, Digestive Health, Pain Relief and Respiratory, and Vitamins, Minerals and Supplements, with superior brands such as Sensodyne, Eno, Otrivin, Centrum, Iodex, Crocin, Parodontax, and Ostocalcium.
