“There is currently no other toothpaste in the market catering to the unique needs” of this age group, the manufacturer said as it launched its Aquafresh Advance range last week.

Aquafresh Advance toothpaste has been formulated for this age group’s “new permanent teeth”, which have enamel that is “50% more vulnerable to sugar acid attack” than those of adults, it continued.

Senior brand manager Emma Pittendreigh said: “The 9-12 stage can sometimes be overlooked by parents despite its importance, so new Aquafresh Advance toothpaste and toothbrush will help to protect teeth when they are at their most vulnerable.”

The launch will be supported with a campaign that includes advertising online and in cinemas, as well as a schools programme “themed around invention”.

Aquafresh Advance toothpaste and toothbrush each retail at £2.

To order, contact GSK on 0344 243 6661