Poligrip Max Seal wants to take bite of premium market

Poligrip Max Seal

GSK Consumer Healthcare has launched Poligrip Max Seal, a new premium denture fixative that the company is touting as “the first NPD in the Denture category since 2013”.

Poligrip Max Seal is available now in a 40g pack size at an RSP of £3.

The launch is supported by a digitally-led campaign.

GSK hopes Poligrip users will trade up to benefit from Max Seal’s superior seal-forming capability and new precision nozzle. The latter offers superior denture coverage, a more precise application, improved comfort and the ability to apply the correct amount without wastage or ooze.  All of which apparently helps to deliver 36% more surface coverage than regular Poligrip.

Ben Court, Brand Manager for Poligrip, comments: “Having dentures shouldn’t mean that you have to worry about eating certain types of food or steer clear of them altogether. With the launch of this premium variant, we want to re-assure shoppers that thanks to the superior surface coverage that Poligrip Max Seal offers, they can go on eating foods that they might normally avoid.”