With dental problems on the rise in Saudi Arabia, GlaxoSmithKline – a British multinational pharmaceutical and consumer healthcare company - is introducing in the Saudi market a toothpaste brand that is an effective tooth protection against acid wear. Pronamel, formulated by GlaxoSmithKline, is an everyday toothpaste designed for the re-hardening of acid softened tooth enamel. Acid wear is the softening and wearing away of the surface of tooth's enamel, and if left unattended, may lead to thinning, weakening and discoloration of the teeth. In a recent published report, Dr. Muhammad Byari, dean of the faculty of dentistry at Umm Al-Qura University, said the incidence of tooth decay in young children is rising in the Kingdom. According to a study, tooth decay in Jeddah has increased to 96 percent at present compared to 74 percent in 2008. Currently, the Kingdom has the highest rate of tooth decay in the world, and treating it would definitely put a strain on nation's yearly budget. People are exposed to acid wear as acid can be found in everyday food and drink, such as fruit, fruit juices, soft drinks and salad dressings, which upon contact, makes the surface of the enamel soft, making it more vulnerable to the effects of brushing. One sign of acid wear is the slight transparency on the edges of the teeth which is the first stage of acid wear. However, with Pronamel, the tooth's enamel is rehardened, protecting it from abrasion while brushing.
