Available now, the new Sensodyne Sensitivity Gum & Enamel toothpaste helps to improve gum health and strengthen enamel, “leaving consumers with a more confident smile”, the manufacturer said.

The 75ml product, which has an “extra fresh” mint flavour, is formulated to provide “daily triple action”, helping to protect sensitive teeth, neutralize plaque bacteria for healthier gums and strengthen enamel, Haleon said.

Haleon’s medical lead for northern Europe, Dr Kate Fabrikant, said that the toothpaste helped to strengthen enamel, “which can be damaged by consuming acidic food and drink like citrus or coffee”.

She continued: “Acid erosion is common, yet so many people are unaware of the effect it can have on our smile. We hope that with the launch of Sensitivity Gum & Enamel, we can encourage consumers to care for their sensitive teeth and gum problems, while strengthening their tooth enamel, with just one product.”

Stockists include Boots, Tesco, Asda, Morrsions, Wilko, Superdrug and Sainsbury’s.

Sensodyne Sensitivity Gum & Enamel toothpaste carries a recommended retail price of £5.