Mars Petcare is to launch Greenies Dental Treats to the UK specialist pet trade this month in a bid to help owners look after their dog’s teeth and gums more regularly.

Arthur Renault, Greenies marketing manager, said: “Greenies is a ‘functional’ dog treat, fulfilling the owner’s desire to treat their pet and meeting the dog’s oral health needs at the same time. There is a huge opportunity for our specialist pet trade partners to help educate and inform customers about oral health and to help expand the sector’s share of the oral care treats market which is currently only around 13%, compared to 18% in grocery.

“Putting the fun into functional, Greenies offer the specialist pet trade – and most importantly the dogs they feed – a new way to feed a dental treat.”

The treats are complete and balanced and available in both original and grain free formats. They are safe and easy to digest, and help reduce the build-up of plaque, tartar and freshen the breath.

Greenies Dental Treats have been accepted by the Veterinary Oral Health Council for tartar and plaque control, and endorsed by the European Veterinary Dental Society.