ASDA Sensitive Toothpaste

ASDA Sensitive Toothpaste is an own-brand oral hygiene product sold by ASDA Stores Ltd, one of the United Kingdom's leading supermarket chains. The formulation is developed to clean teeth while soothing sensitivity and supporting daily dental protection.

ASDA was founded in 1949 in Yorkshire, England, through the merger of Associated Dairies and the Asquith brothers' supermarket business. After being a subsidiary of US-based Walmart for over two decades, ASDA was acquired in 2021 by the Issa brothers (Mohsin and Zuber Issa) and private equity firm TDR Capital, returning majority ownership of the supermarket giant to the UK. In 2024, TDR Capital increased its majority stake in the business.

ASDA's own-label personal care and toiletry items, including its oral care lines, are primarily manufactured in the United Kingdom or across the European Union by specialist private-label personal care contract manufacturers.