Two leading brands have come together in a new partnership to improve children’s oral health across the UK.
Tesco Stronger Starts supports local community projects and good causes, especially those that benefit children and young people. The partnership with Aquafresh, UK’s number one children’s oral care brand*, made by leading global consumer health company, Haleon, is the first initiative as part of the Stronger Starts programme that focuses on oral health.
More than 400 schools on the Tesco fruit and veg for schools programme will be provided with Shine Bright resources, developed in collaboration with curriculum experts, teachers, and oral healthcare professionals, on how children can look after their teeth and gums.
There are resources for teachers, parents and kids, meaning oral care education can continue at home, as well as in school. With lesson plans, activity sheets, infographics and videos, as well as a 21-day toothbrushing challenge, all materials are designed to fit within the Key Stage 1 curriculum.
Pegasus Primary School in Birmingham was one of the first Stronger Starts schools to try the new materials in an interactive education day delivered by an oral health professional. The children took part in fun sessions, including engaging experiments and drawing activities.
‘The school and children benefited from a range of easy-to-implement resources, and the practice day was thoroughly enjoyed by everybody who got involved’
Adam Ames, lead teacher at Birmingham Pegasus Primary School
Going beyond the Shine Bright school materials, Aquafresh will also make a donation for each Aquafresh kids pack purchased in Tesco stores and online, to aid funding for toothpaste and toothbrush distribution into Stronger Starts schools.
New data, commissioned by Haleon, shows that almost three quarters of the UK adults think education around good oral hygiene habits should be prioritised in schools (72.76%). A third of UK adults agree that focussing on improving children’s oral health should be a key priority for the government (Haleon, 2025).
‘Committed to playing our part’
Jo Cooper, general manager, Great Britain and Ireland at Haleon, said: ‘We are extremely proud to announce the partnership between Aquafresh and Tesco Stronger Starts to help provide education and products to children in the UK. It is unacceptable that tooth decay remains the leading cause for hospital admissions among five to nine year olds. We at Haleon, through our brands like Aquafresh, are committed to playing our part in improving the nation’s oral health.’
Claire De Silva, head of communities at Tesco, said: ‘We’re delighted that children, teachers, parents and carers across our network of UK schools will start to see children with cleaner teeth and better oral health in their classrooms and at home as result of our Stronger Starts partnership.’
Adam Ames, lead teacher at Birmingham Pegasus Primary School, said: ‘It has been a pleasure to be part of this brilliant new initiative between Tesco Stronger Starts and Aquafresh.
‘The school and children benefited from a range of easy-to-implement resources, and the practice day was thoroughly enjoyed by everybody who got involved.’
Disclaimers and references
*Source: Circana All Outlets incl. Chemists, Oral Care, value sales and unit sales for 52 w/e 4 Jan 2025. For verification, please contact mystory.gb@haleon.com.
- National Dental Epidemiology Programme (NDEP) for England: oral health survey of 5 year old children 2022 – GOV.UK
- For each Aquafresh Milk Teeth 50ml Toothpaste, Aquafresh Little Teeth 75ml Toothpaste, Aquafresh Big Teeth 75ml Toothpaste, Aquafresh Splash 75ml Toothpaste, Aquafresh Advance 75ml Toothpaste, Aquafresh Milk Teeth Toothbrush, Aquafresh Little Teeth Toothbrush, Aquafresh Big Teeth Toothbrush, Aquafresh Advance Toothbrush and Aquafresh Big Teeth 250ml Mouthwash sold in Tesco stores and on Tesco.com Haleon will donate as follows:
- From 21/07/25 to 12/08/25: 10p per pack
- From 17/09/25 to 28/10/25 and 21/01/26 to 03/03/26: 5p per pack
- Donations will go to Groundwork, a registered charity in England and Wales (291558)
- Haleon, Data on File, 2025. The surveys conducted 06.02.2025-14.02.2025 covers a nationally representative sample of 2,001 UK consumers and 250 oral health professionals.
- Hospital tooth extractions in 0 to 19 year olds: short statistical commentary 2023 – GOV.UK
This article is sponsored by Haleon.
