London, UK – Waken, the oral care brand backed by Rylan Clark, is launching its new Waken Kids Toothpaste at Tesco at the end of January, ahead of a nationwide rollout from March. Priced at £3.50 RRP, the toothpaste has been developed specifically for children aged 3–12, with one clear goal: to make twice-daily brushing easier, calmer, and more consistent for families.
Unlike many children’s toothpastes, Waken Kids is built around how children actually experience brushing. Research shows that children are far more sensitive to mint flavours, often perceiving them as “spicy” or uncomfortable. Waken Kids replaces mint with a gentle watermelon flavour chosen to reduce sensory resistance and help form positive brushing habits.
The toothpaste contains clinically effective fluoride levels (1450ppm) appropriate for children who can spit reliably, helping to strengthen enamel and protect against cavities as teeth develop. In dentist-supervised user trials, children using Waken Kids showed a significant reduction in plaque after just three weeks, with the majority saying brushing felt more enjoyable and easier to stick to.
Waken Kids is also supported by the Waken Smile Club, a playful world of characters, stories, and resources designed to turn brushing into a routine children understand and enjoy. Parents can access simple tools to build confidence at home, while downloadable activities help reinforce good habits beyond the bathroom sink.
Rylan Clark, Creative Director and Head of Teeth at Waken, added:
“Let’s be honest, if brushing feels horrible, kids just won’t do it. Waken Kids is gentle, it tastes good, and it makes brushing far less of a drama. If we can get kids brushing happily now, their teeth will thank them later.”
Simon Duffy, Co-Founder of Waken, said:
“Brushing shouldn’t be a nightly battle. We developed Waken Kids by listening to children and parents, then designing the product around behaviour, not just flavour. If brushing feels pleasant and achievable, kids are far more likely to stick with it, and that’s when you get better long-term oral health.”
Waken Kids Toothpaste launches in Tesco stores and online at the end of January, with nationwide availability from March. RRP £3.50.
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