The new packaging launches in August and aims to make it easier for parents to “select the right product for the appropriate stage of their children’s tooth development”, the manufacturer said.

“We’re committed to supporting parents and educating them throughout their children’s toothcare journey,” said Emma Pittendreigh, Aquafresh senior brand manager at GSK.

Ms Pittendreigh added that the new packaging will feature “more prominent design cues and colour coding”, to help parents distinguish between the products.

GSK is also launching a new TV campaign in September, which will feature its “iconic” Captain Aquafresh and convey “the educational message of the importance of special care for children’s teeth”, the manufacturer said.

The Aquafresh Kids toothpaste range includes ‘Milk Teeth’ 50ml – which retails at £1.55 – as well as ‘Little Teeth’ and ‘Big Teeth’, which both retail at £2.00 for 75ml.

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