Retailer launches oral health campaign

The announcement comes as the UK faces an ongoing dental crisis over the lack of NHS dentists and marks the launch of the retailer’s ‘Healthy Smile’ campaign, which aims to improve the state of the nation’s oral health and encourage people to take more preventative care.

The reduction will come into effect across 60 ProCare products from February 28, 2024, and will remain in place indefinitely, ensuring that families have access to affordable oral care amidst the cost-of-living crisis.

With the rising prevalence of ‘dental deserts’ across the UK, some people are having no choice but to pay for expensive private dentists to receive the necessary treatment they need, or worse are performing DIY treatments at home. A recent survey of 2,000 people conducted by Superdrug found that one in five people don’t have a regular dentist, and almost a fifth (18 per cent) admitted that they would attempt DIY dentistry on themselves; this is higher for men than women (23 per cent vs 15 per cent).