Genitrix has launched Dentagen toothpaste which, the company says, uniquely both cleans teeth and inhibits the formation of plaque. 

Dentagen toothpaste is based on RF2, a plant extract, which is clinically proven to inhibit the formation of dental biofilm or plaque. It has been formulated to a dentrifrice abrasivity (RDA) index of 34 to ensure that it removes plaque while causing no damage to the enamel layer of the teeth. The toothpaste is packaged with a free finger-brush to help introduce the pet to having its teeth brushed.  It costs £5.50 for a 70g tube.

The toothpaste completes the range of Dentagen health products - the fastest growing dental products in the UK (according to GFK data in May 2010). 

Genitrix says Dentagen is the only veterinary dental system to combine a procedure carried out in practice with a variety of aftercare regimes to ensure owner compliance. In 2008, Genitrix launched the Dentagen plaque protection system. It consists of a RF2-impregnated wax provided to practices in a syringe and applied to the gingival layer and the buccal area of teeth of dogs or cats at the end of dental procedures. Pet owners then maintain the protective coating by using  the new Dentagen toothpaste or other products in the range - either the RF2-impregnated vegetable-based palatable Dentagen chews or Dentagen Aqua, a palatable liquid containing RF2, which is added to a pet's drinking water on a daily basis.  

Rob Watkins, Genitrix' Marketing Director, said:  "Brushing has long been recognised as the 'gold standard' when it comes to dental health care so we felt it was important for the Dentagen range to include this option.  Regular brushing makes a significant contribution to the maintenance of oral health and the RF2 in the Dentagen toothpaste actually suppresses plaque formation between brushing which is a further benefit.  It sets a new efficacy standard for pet toothpaste.

However, while many owners understand the importance of dental health, many of them find actually brushing their pet's teeth difficult - especially those with cats.  This is why the Dentagen range includes a variety of options.  It enables pet owners to select the method that is right for them and their pet and thus maximise the likelihood of their compliance with a good preventive health regime."

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