Pedigree has introduced Dentaflex to help reduce the build-up of plaque and tartar in dogs.

With an rrp of £1.25, Dentaflex lasts seven times longer than Pedigree’s Dentastix and contains less than 1.5% fat with no added sugar or flavours.

The new product is being supported by a TV campaign and POS material. It is hoped that Dentaflex will help bolster the functional oral treats sector, which Mars Petcare says is the fastest growing area in the dog care and treats category. It says that 52% of consumers bought an oral care product in the past year.