As deflation threatens across the Eurozone, Unilever is hoping to boost profits with the launch of a new range of premium oral care products, according to a report published by Bloomberg.

The company has teamed up with dental researchers to produce Regenerate, as the line will be known. The range is targeted at a prestige audience, with prices ranging from £10 for toothpaste to £30 for a activator gel and serum, said to be capable of repairing damaged tooth enamel.

According to Bloomberg, FMCG manufacturers are increasingly turning to innovation in the face of a price-sensitive market in Europe. “The need to gain pricing power via unique or quirky merchandise has pushed investment in research and development to a record high,” said author Thomas Buckley.