Colgate-Palmolive has teamed up with the government to champion children’s oral health with the launch of a new supervised toothbrushing scheme.

Announced today (7 March) by the department of health and social care, the ‘Supervised Toothbrushing Scheme’, is to launch in nurseries and primary schools throughout England’s most deprived areas, aiming to protect children from tooth decay and set them on a path to better oral health.

Colgate-Palmolive, which has a portfolio that includes toothpaste brand Colgate and body care brands Palmolive and Sanex, is set to donate over 23 million toothbrushes and toothpastes over the next five years, alongside educational material from its Colgate Bright Smiles, Bright Futures program.

The new government initiative, which is expected to reach up to 600,000 children each year, follows data that shows one in 4four five-year-olds suffer from tooth decay in England, with even higher rates of one in three in the most deprived areas.

Colgate-Palmolive chairman, president and chief executive Noel Wallace said: “At Colgate-Palmolive we believe every child deserves the chance to have a healthier smile and brighter future.

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“We’re thrilled that Colgate and our team in the UK have been chosen to partner with the government to help improve children’s oral health across the country – it’s an incredibly important initiative given the current levels of tooth decay in children.

“With the launch of the supervised brushing scheme, this partnership will be able to make a real impact in preventing tooth decay and ensuring brighter futures for generations to come.”

Health minister Stephen Kinnock added: “It is shocking that a third of five-year-olds in the most deprived areas have experience of tooth decay – something we know can have a lifelong impact on their health.

“It’s why we’re delivering supervised toothbrushing to 600,000 young children and families who are most in need of support as part of our wider plans to revive the oral health of the nation, and we’re pleased to have Colgate on board to help deliver on our ambition.”

Earlier this year, Colgate-Palmolive teamed up with Amazon as part of the tech giant’s partnership with household brands for its hygiene poverty donation drive.