It is, its makers claim, the world’s best toothpaste. But then, at £3.50 for a medium-sized tube, it should be. Oral-B says that its Pro-Expert paste protects against decay, whitens, looks after gums, ...

Procter & Gamble hopes to breathe new life into the "stagnant" toothpaste market with the launch of its first Oral-B toothpaste brand for adults. A major marketing push would "make it hard for ...