Building on the huge success of Dentastix, Pedigree is launching its latest innovation - Pedigree DentaFlex, a longer lasting chew that reduces the build-up of plaque and tartar close to the gum line when fed twice weekly.

Four out of five dogs over the age of three years experience gum disease caused by the build-up of plaque and tartar. Research shows that it is important to reduce plaque build-up close to the gum line, where it matters most.

Developed by oral care science and technology experts at Pedigree, with significant input from leading veterinary dentists, Pedigree DentaFlex is a completely new dental chew. The combination of active ingredients and its revolutionary spongy texture that flexes around the tooth enable it to clean close to the gum line.

The DentaFlex chew contains less than 1.5% fat and has no added sugar, artificial colours or flavours. Pedigree DentaFlex lasts up to seven times longer than Pedigree DentaStix, based on a comparison of medium chews.

Caroline Mabon, Pedigree UK Brand Manager, commented: “With Pedigree DentaFlex, dogs can enjoy a longer lasting chew that gives their teeth a deep clean too. DentaFlex offers a delicious solution to help owners manage their dog’s oral health.”

Functional oral treats continue to be the fastest growing sector within the dog care and treats category, as owners look to reward their pets with treats that are not only delicious, but also help tackle certain health concerns. With only 52% of dog owners buying an oral care product in the last 12 months, the introduction of DentaFlex provides an opportunity to drive further sales growth to the category.

The launch of Pedigree DentaFlex will be supported by a new TV advertising campaign as well as exciting and innovative in-store PoS.

DentaFlex has an RRP from £1.25 for a single pack.