parodontax - first toothpaste proven to help consumers leave bleeding gums behind.

GSK Consumer Healthcare today announced the US launch of parodontax, a new daily toothpaste that is clinically proven to help control bleeding gums.

In the US, more than one third of surveyed American adults spit blood in the sink after brushing or flossing their teeth, but most consumers don't realize it could be a sign of a serious oral health problem. Bleeding gums can be an early sign of gum disease – which, left untreated, can cause gum tenderness, bad breath, receding gums and ultimately, tooth loss.

parodontax is 40% more effective at reducing bleeding gums than a sodium monofluorophosphate toothpaste. Clinically proven to help promote gum health by fighting plaque buildup, parodontax fosters smooth, pink gums that support a healthy smile. It also works to strengthen teeth and keep the seal between gums and teeth tight, helping to protect against gum disease.

"Whether you see a drop of blood occasionally or daily in the sink when you brush your teeth, you should never ignore your bleeding gums," said GSK Consumer Healthcare medical expert and dentist Dr Jim DiMarino. "Bleeding gums are a warning sign that your gums need treatment."

In addition, parodontax toothpaste delivers the same benefits as an everyday toothpaste – cavity prevention, tartar control, whitening and fresh breath – with twice daily brushing.

• GSK Consumer Healthcare, the maker of parodontax, is a leader in oral health, combining a unique understanding of consumer needs with science and helping consumers address specific oral health conditions, such as sensitivity, acid erosion and gum health.

  Originally launched in Germany in 1937, the parodontax toothpaste brand comes to the US using the active ingredient stannous fluoride with a singular focus on helping consumers leave bleeding gums behind.