Overview
- Reporters found premium whitening pastes priced at £20 at Tesco in Sheldon, £22 at a Boots in Farringdon, and £23 at Sainsbury's in Forest Hill.
- Shoppers interviewed called the costs a rip-off and accused retailers of profiteering over everyday essentials.
- Tesco and Boots said dental ranges start from about 50p, promotions are frequent, and the featured Oral-B and Colgate lines are sold at or below RRP.
- Social-media posts flagged sharp week-to-week price swings, while some comparable whitening products were listed cheaper online, including multi-packs.
- The price row comes as UK grocery inflation eases to 4.7% from 5.2%, with standard Colgate and Oral-B pastes often £8–£10 but premium whitening far higher.