Overview
- Shoppers and local reporters documented premium whitening pastes priced at £20 to £23, including £20 for Oral‑B Intensive Whitening at Tesco Sheldon, £23 for Colgate Max White Ultimate at Sainsbury's Forest Hill, and £22 for Colgate Max White Renewal at a Boots in Farringdon.
- Tesco said toothpastes start at 50p and highlighted lower loyalty prices such as Colgate Max White Ultra at £5 for Clubcard holders, responding to accusations of profiteering.
- Boots stated many dental products are £5 or under and said the highlighted Colgate and Oral‑B lines are sold at or below suppliers’ recommended retail prices in stores and online.
- Sainsbury’s pointed to entry lines from 55p and noted several premium whitening products are currently half price with Nectar Prices.
- Social media users reported volatile in‑store price swings for brands like Colgate, while coverage noted generally lower online or multipack deals, with grocery inflation at 4.7% per BRC.