GlaxoSmith-Kline Consumer Healthcare (GSKCH), maker of Horlicks and Foodles instant noodles, on 5 January 2011 launched Sensodyne for sensitive teeth. With the launch of Sensodyne, GlaxoSmith made its second attempt at cracking the Rs 1850-crore toothpaste market. GSK’s first launch in the toothpaste segment, Aquafresh had phased out about seven-eight years ago due to poor consumer offtake. Sensodyne which is GSK’s biggest global brand with annual sales of $750 million will have competition from market leader Colgate, which already has a product, Sensitive in this segment. Sensodyne accounts for 10% share of the US toothpaste market.
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