Brands
Sensodyne rolls out Pronamel in India to tackle silent enamel erosion
MUMBAI: Sensodyne has launched Pronamel in India, bringing its globally trusted enamel-strengthening toothpaste to a market where acid wear is widespread and barely understood. The move signals Haleon’s push into premium, preventative oral care as Indians consume more acidic foods and drinks that quietly chip away at the teeth’s toughest shield.
Enamel erosion is rising fast. Citrus fruits, fizzy drinks, pickles, tea and coffee are now daily staples. They slowly demineralise enamel, leading to sensitivity, yellowing and cavities. Research shows 95 per cent of Indians are at risk, yet only 8 per cent even recognise the problem.
Pronamel aims to plug that gap. Category lead for oral health at Haleon India Subcontinent Kishlay Seth says enamel is nature’s armour for healthy teeth but once it weakens, it cannot regenerate. He calls Pronamel the result of more than 20 years of research, offering twice the enamel protection against everyday acid wear. Haleon is pairing the launch with a nationwide awareness campaign across TV, digital, print and outdoor to nudge consumers towards proactive oral health.
Pronamel uses a low-abrasion formula that boosts fluoride availability and helps essential minerals like calcium bind to enamel, repairing early acid damage. The Daily Protection and Fresh Breath variants are priced at Rs 95 for 40g and Rs 140 for 70g.
With India’s enamel slipping under the radar and acid wear accelerating, Sensodyne’s new entrant arrives with a simple pitch: protect the shield before it shatters.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
