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#8 Toothpaste

Aquafresh Complete Care

Aquafresh

Everyday

£2

Familiar triple-stripe family paste offering all-day cavity and fresh-breath protection at a low price.

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'Shrinkflation' bashing Brits budgets as companies reduce sizes of household essentials lbc.co.uk · 28 Oct 2025 Shrinkflation alert as 6 popular supermarket items now much smaller than ever before My London · 29 Oct 2025 Aquafresh introduces new brand Captain for £3m marketing push Marketing Week · 7 Jul 2019 Who are the worst culprits for shrinkflation? London Evening Standard · 29 Oct 2025 Aquafresh and Colgate go head to head in ad war Sowetan · 16 Jan 2017 ASA sinks teeth into Aquafresh TimesLIVE · 17 Jan 2017 How 'shrinkflation' is leaving shoppers short-changed - from toothpaste to porridge The Mirror · 28 Oct 2025 7 chocolate favourites hit by 'shrinkflation' before Christmas Daily Record · 28 Oct 2025