To help in the fight against kids’ tooth decay and support families struggling financially, Tesco is reducing the price of its children’s Pro Formula Steps range by 20 per cent from October 9, 2023.

By taking care of the VAT on seven lines, comprising children’s toothbrushes, toothpastes and mouthwash, Tesco aims to make them as affordable as possible. It hopes that this will benefit families who might be struggling as a result of the cost of living crisis. The price cuts are as follows:

Pro Formula Big Steps Cool Mint Toothpaste 6+ 75ml:From £1.00 down to 80p
Pro Formula Little Steps Mild Mint Toothpaste 3-5 75ml:From £1.00 down to 80p
Pro Formula Baby Steps Gently/Gentle Mint Toothpaste 0-2 75ml:From £1.00 down to 80p
Pro Formula Big Steps Toothbrush 6+:From £1.00 down to 80p
Pro Formula Little Steps Toothbrush 3-5:From £1.00 down to 80p
Pro Formula Baby Steps Toothbrush 0-2 Years:From £1.00 down to 80p
Pro Formula Big Steps Cool Mint Mouthwash 6+ 300ml:From £1.00 down to 80p

Recent figures show that 23.7 per cent of five-year-old children in England had experienced tooth decay. Children living in the most deprived areas of the country were almost three times as likely to have experience dentinal decay (35.1 pe cent) as those living in the least deprived areas (13.5 per cent). Research has also highlighted that 6.5m children in England have not been seen by an NHS dentist in at least a year.

Oonagh Turnbull, Tesco's head of health campaigns, said, “Parents who are struggling to make ends meet shouldn’t have to make the difficult choice between looking after their children’s teeth and affording the weekly shop. Healthy teeth and gums shouldn’t have to be a luxury, which is why we’re making our kids’ oral care range affordable as possible.”

References available on request.

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