With more consumers demanding sustainable products, GSK has launched a new bamboo toothbrush for children under its Aquafresh brand.

The company pointed to research showing that 57% of consumers are willing to change their purchasing habits to help reduce negative environmental impacts.

The more environmentally-friendly Aquafresh ‘Bamboo for Kids’ toothbrush is available in two different colours and will roll out in Waitrose stores from 20 April.

It is produced with sustainably-sourced bamboo and the bristles are made from renewable materials. The product is also packaged in biodegradable and plastic-free packaging.

Hannah Rogers, Aquafresh Senior Brand Manager at GSK, commented: “From our survey looking into families’ oral care needs, we found over 90% of respondents are concerned about the amount of plastic used in their daily lives. This insight led to the development of our new ‘Bamboo for Kids’ toothbrush.

“We wanted to embody the sustainable approach across every aspect possible, including the packaging and bristles, to help shoppers reduce their plastic use, whilst ensuring the product lives up to our standards as experts of kids oral health.”