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Brand owned by Haleon (United Kingdom) · about the brand
Rapid Relief Daily Sensitivity Protection + Strong Teeth & Healthy Gums
Decode Label Safety Score
How we got 3.9 ShowHide
Methodology v3.1 (updated 8 Oct 2026) — what changed
The score is capped for a specific safety reason, set out below. This toothpaste contains Strontium Acetate for sensitivity relief and Sodium Fluoride for cavity protection, both beneficial for oral health. However, the presence of Titanium Dioxide, an additive banned as a food additive in the EU due to genotoxicity concerns when ingested, is a notable drawback, even though its topical use in toothpaste is generally considered safe as it is largely spat out. The inclusion of Sodium Propyl Hydroxybenzoate and Sodium Methyl Hydroxybenzoate, which are parabens, may be a concern for individuals sensitive to these preservatives. The product also contains saccharin, an sweetener, and sorbitol, a sugar alcohol, which can have a laxative effect if swallowed in large quantities, particularly by young children.
At a glance
From the declared label — not a lab testFindings to weigh
What’s favorable
- Silica
- Strontium Acetate
- Precipitated Silica
- Sodium Methyl Cocoyl Taurate
Contains Titanium Dioxide (EU-banned food additive); parabens and artificial sweeteners
The score is capped for a specific safety reason, set out below. This toothpaste includes Strontium Acetate for sensitivity and Sodium Fluoride for cavity protection. However, it contains Titanium Dioxide, which is banned as a food additive in the EU due to genotoxicity concerns when ingested, though its topical use in toothpaste is generally considered safe. It also contains parabens (Sodium Propyl Hydroxybenzoate, Sodium Methyl Hydroxybenzoate) and the artificial sweetener Saccharin Sodium, which some consumers prefer to avoid.
Consider this product carefully if you are
- Avoiding certain additives or colours — Titanium Dioxide is declared.
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Just checking whether the product is safe? The analysis above is yours, no account needed. To know if it is safe for you, your father or your child, add a profile and we check this label against them.
- Allergies. Peanut, milk, gluten, egg and more, checked against the ingredient list.
- Diet. Vegetarian, vegan, Jain, no egg, no dairy.
- Health and goals. Sugar, salt, protein, steady blood sugar, heart-friendly, weight.
- Everyone you buy for. Save a profile for Papa or the kids and switch in one tap.
Concern breakdown
Score out of 10 · higher = fewer concernsHow this product performs on each concern we check for oral care. This is a breakdown of the same evidence behind the score above — not a separate verdict.
Toddlers & young children (1–5)
LimitContains Sorbitol, a sugar alcohol, which can have a laxative effect if swallowed in excessive amounts.
Other audiences
LimitContains fluoride — use only a pea-sized amount and supervise brushing to limit swallowing.
Why the score is capped
Contains an additive restricted for a recognised health hazard
Rule F-CAP-10 · Source: IARC / EFSA classification of the additive
What's good
Contains Strontium Acetate for tooth sensitivity relief
Includes Sodium Fluoride for effective cavity protection
Uses mild surfactants (Sodium Methyl Cocoyl Taurate)
Good transparency with named flavour code
Watch out for
Contains Titanium Dioxide (E171), an EU-banned food additive due to genotoxicity concerns (oral route)
Contains paraben preservatives (Sodium Propyl Hydroxybenzoate, Sodium Methyl Hydroxybenzoate)
Contains artificial sweetener (Saccharin Sodium)
Sorbitol (sugar alcohol) can cause laxative effects if swallowed in large quantities
AC 1131 Flavour — a flavouring blend. Flavour substances are FSSAI/JECFA-evaluated, and labelling rules permit them to be declared by category ("natural", "nature identical", "artificial") rather than by individual compound — so the specific substances used are usually not disclosed. That means someone avoiding artificial flavourings, or with a known sensitivity, cannot verify what is in it. Noted as a moderate, transparency-level concern rather than a hazard.
Ingredient Concerns safety database
Sources cited below may be Indian (FSSAI) or international (EU, US, WHO, IARC) — an international classification or law is evidence, not an Indian regulatory finding.
Titanium Dioxide (E171)
EFSA concluded in 2021 that titanium dioxide can no longer be considered safe as a food additive, citing genotoxicity concerns, and the EU banned its use in food from August 2022. It is still used in some cosmetics where skin absorption is the concern. Indian regulations are under review.
Regulatory & scientific authority Source: EFSA 2021; EU Regulation 2022/63
Titanium Dioxide: regulation, sources and other products →Saccharin (E954)
Saccharin is an approved intense sweetener and is used in small amounts to flavour toothpaste. An earlier rodent-bladder finding was judged not relevant to humans and IARC moved it to Group 3 (not classifiable) in 1999. The WHO (2023) nevertheless advises against relying on non-sugar sweeteners for weight control. In toothpaste the amount swallowed is very small.
Regulatory & scientific authority Source: IARC Monographs Vol. 73 (1999); WHO guideline on non-sugar sweeteners (2023); EFSA/JECFA acceptable daily intake
Saccharin: regulation, sources and other products →Sugar Alcohols (Polyols)
Polyols are bulk sweeteners and humectants (also used in toothpaste). They are only partly absorbed, so large amounts can cause gas, bloating and a laxative effect, and EU rules require foods containing them to say "excessive consumption may produce laxative effects". Xylitol is toxic to dogs.
Regulatory & scientific authority Source: EU Regulation 1169/2011 Annex III (polyol labelling statement); EU Regulation 1333/2008
Sugar Alcohols (Polyols): regulation, sources and other products →Fluoride
Fluoride in toothpaste prevents tooth decay; the EU caps it at 0.15% fluorine. Swallowing a lot of toothpaste while the permanent teeth are forming (under about 6 years) can cause dental fluorosis, so children should use a smear or pea-sized amount, be supervised, and spit. For adults it is a benefit, which is why this is information, not a deduction.
Regulatory & scientific authority Source: EU Regulation 1223/2009 Annex III (max 0.15% fluorine); SCCS opinions on fluoride
Fluoride: regulation, sources and other products →Decode Label Analysis
Contains Titanium Dioxide (E171), which is banned as a food additive in the EU due to genotoxicity concerns when ingested. While its use in toothpaste is topical and largely spat out, this classification is a significant concern for some consumers.
Contains Sodium Propyl Hydroxybenzoate and Sodium Methyl Hydroxybenzoate (parabens), which are preservatives that some individuals choose to avoid due to potential sensitivities.
Claim check
Front-of-pack marketing claims checked against this product's actual ingredients and nutrition. "Can't verify" means the label does not provide enough information to check the claim — it is not the same as the claim being false.
The claim 'DENTIST RECOMMENDED BRAND' is a professional endorsement claim that cannot be verified from the ingredient list or other provided label information.
The label declares Strontium Acetate — a recognised desensitising agent for dentine hypersensitivity. The ingredient list supports this claim.
The label declares Sodium Fluoride, which remineralises enamel — the established mechanism behind this claim. The ingredient list supports it.
Read straight from the back-of-pack photo — quantities, sections and any disguised terms, so the small print can’t hide behind the marketing.
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1.
Sorbitol
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2.
Purified Water
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3.
Silica
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4.
Glycerol
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5.
Strontium Acetate
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6.
Precipitated Silica
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7.
Sodium Methyl Cocoyl Taurate
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8.
Xanthan Gum
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9.
Titanium Dioxide
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10.
AC 1131 Flavour
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11.
Saccharin Sodium
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12.
Sodium Fluoride
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13.
Sodium Propyl Hydroxybenzoate
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14.
Sodium Methyl Hydroxybenzoate
In label order — normally largest quantity first. Select a row for the full write-up and sources.
✓ Decode Label Assessment: Favorable ⚠ Decode Label Assessment: Concern Decode Label Assessment: Neutral
Who should take caution
About this ingredient
Declared on this label as
No detailed safety data in our database yet for this ingredient.
Learn More
Compare with other toothpaste products
Assessed using the same Decode Label methodology, sorted by score. Each score reflects the information available for that product at the time of assessment.
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Sensodyne Repair & Protect Deep Repair Daily Sensitivity Protection + Strong Teeth & Healthy Gums
See the analysis
What are the ingredients in Rapid Relief Daily Sensitivity Protection + Strong Teeth & Healthy Gums?
The label of Rapid Relief Daily Sensitivity Protection + Strong Teeth & Healthy Gums lists 14 ingredients, in label order: Sorbitol, Purified Water, Silica, Glycerol, Strontium Acetate, Precipitated Silica, Sodium Methyl Cocoyl Taurate, Xanthan Gum, Titanium Dioxide, AC 1131 Flavour, Saccharin Sodium, Sodium Fluoride, Sodium Propyl Hydroxybenzoate, Sodium Methyl Hydroxybenzoate. Flagged by the analysis: Titanium Dioxide, Saccharin Sodium, AC 1131 Flavour, Sorbitol, Sodium Fluoride.
Is Rapid Relief Daily Sensitivity Protection + Strong Teeth & Healthy Gums safe to use?
Rapid Relief Daily Sensitivity Protection + Strong Teeth & Healthy Gums scores 3.9/10 on Decode Label (Concerning). The score is capped for a specific safety reason, set out below. This toothpaste includes Strontium Acetate for sensitivity and Sodium Fluoride for cavity protection. However, it contains Titanium Dioxide, which is banned as a food additive in the EU due to genotoxicity concerns when ingested, though its topical use in toothpaste is generally considered safe. It also contains parabens (Sodium Propyl Hydroxybenzoate, Sodium Methyl Hydroxybenzoate) and the artificial sweetener Saccharin Sodium, which some consumers prefer to avoid.
Why does Rapid Relief Daily Sensitivity Protection + Strong Teeth & Healthy Gums score 3.9/10?
Flagged in the score: Contains Titanium Dioxide (E171), an EU-banned food additive due to genotoxicity concerns (oral route). Contains artificial sweetener (Saccharin Sodium). Also noted: Contains paraben preservatives (Sodium Propyl Hydroxybenzoate, Sodium Methyl Hydroxybenzoate).
Who should avoid Rapid Relief Daily Sensitivity Protection + Strong Teeth & Healthy Gums?
The points the analysis notes are most relevant to: Avoiding Titanium Dioxide (E171); Sensitive to parabens; Avoiding artificial sweeteners; Sensitive to fluoride (for young children).
Is Rapid Relief Daily Sensitivity Protection + Strong Teeth & Healthy Gums suitable for babies or young children?
Toddlers & young children (1–5): Limit.
Are the claims on the Rapid Relief Daily Sensitivity Protection + Strong Teeth & Healthy Gums pack accurate?
Decode Label checked 3 claims against the ingredient list and nutrition panel. "DENTIST RECOMMENDED BRAND" — can't be verified from the label.
Answers are generated from this product's own Decode Label analysis — the score, the ingredient list and the label claims shown above. Always check the pack itself for allergen and dietary information.
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About this analysis: Based on declared label information and available evidence. Decode Label does not independently laboratory-test products, and a score is not a regulatory determination or medical advice.
Disclaimer: Safety scores are Decode Label-generated assessments based on publicly available regulatory data (FSSAI, WHO, EFSA, IARC) and peer-reviewed research. They are not a substitute for professional medical advice, and they are not a regulatory determination, a laboratory safety certification or a medical diagnosis. Ingredient safety can vary by individual health conditions, concentration, and usage context. Decode Label is an independent information service and scores every brand by the same rules. No brand pays for or influences its score. Our founder also founded the personal-care brand Botani Bestie (see our story); its products are scored exactly like everyone else's. Data limitations: This assessment is based on the information declared on the product label and the evidence sources above — Decode Label does not independently laboratory-test this product. Ingredient concentrations, sourcing and manufacturing can vary between batches and are not always disclosed. A finding that is not shown here means it was not identified from the available label information, not that it has been ruled out.
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