Starting in July 2024, Asda’s own brand of oral hygiene products has featured NHS advice on products in over 500 Asda stores across the country.
The guidance is clearly displayed on the packaging, along with a link to more detailed information about mouth and throat cancer on the NHS website.
Figures from the Mouth Cancer Foundation have shown that it is the eighth most common type of cancer in the UK, with over 11,700 new cases diagnosed annually. The disease is twice as common in men as in women, and nearly eight in ten cases (78 per cent) occur in individuals over the age of 55.
Sam Dickson, vice president for commercial strategy, operations and own brand at Asda, said, “We’re proud to launch this collaboration with the NHS by putting mouth and throat cancer awareness on our own brand oral hygiene products, including mouthwash and toothpaste.
“Asda sells over two million of these everyday items each year, so making this small change to our packaging means we can make a big difference in encouraging shoppers to be more aware and to highlight what they should do if they find any new or unexplained changes.”
The partnership aims to raise awareness of symptoms that could indicate cancer, and these symptoms include an ulcer that lasts for three weeks or more. The campaign will encourage people to contact their GP or dental practice and get checked as early as possible.
Symptoms of mouth cancer include a white or red patch in the mouth that does not heal within three weeks, a lump or swelling in the mouth, jaw, or neck that lasts for more than three weeks, and difficulty swallowing, chewing, or moving the jaw or tongue.
Numbness in the tongue or other areas of the mouth, a sensation of something being stuck in the throat, a chronic sore throat or hoarseness that persists for more than six weeks, and unexplained loosening of teeth can also be possible signs of cancer.
While most of these symptoms are common and can be caused by other conditions, getting checked as soon as possible is vital, as early detection gives the best chance of successful treatment.
Peter Johnson, national clinical director for cancer at NHS England, said, “Early detection of mouth cancer can help save lives and this fantastic new partnership with Asda will be vital in raising awareness of the signs and in supporting the NHS’s ambition to diagnose more cancers at an earlier stage.
“By placing health messaging on products like toothpaste tubes and mouthwash bottles that people use every day, we’re encouraging people to be vigilant about potential symptoms of mouth cancer and to get checked early.
“Like many other cancers, mouth cancers have a much better prognosis if found early – raising awareness is a crucial step, and while many of these symptoms won’t be caused by cancer, we’d encourage anyone with any concerns to come forward and contact their dentist or GP.”
The NHS partnership was launched on World Head and Neck Cancer Day (July 27, 2024). It has come as the health service continues to urge young people to consent to having the HPV vaccine, which can help reduce the risk of cancers caused by HPV, including mouth cancer.
The vaccine is offered on the NHS to all children aged 12 to 13. It is also free on the NHS for all girls and women under 25 and boys born after September 1, 2006.
Sam Dickson, vice president for commercial strategy, operations and own brand at Asda, said, “We’re proud to launch this collaboration with the NHS by putting mouth and throat cancer awareness on our own brand oral hygiene products including mouthwash and toothpaste.
“Asda sells over two million of these everyday items each year, so making this small change to our packaging means we can make a big difference in encouraging shoppers to be more aware and to highlight what they should do if they find any new or unexplained changes.”
Chris’ story
Chris Byrne, from Bewdley in Worcestershire, was diagnosed with mouth cancer just weeks after he first noticed an unusual ulcer on his tongue.
Chris said, “I remember my wife telling me I should get that looked at, so I went along to my dentist who referred me into the head and neck team at the local hospital. At the time I wasn’t sure what it was, but I never suspected cancer.”
A biopsy on his tongue confirmed cancer, however because it was caught early Chris didn’t need to have radiotherapy after his surgery. He had a 10-hour operation to remove part of his tongue and a string of lymph nodes. Doctors were able to rebuild his tongue using skin from his forearm.
He said, “I’m proud of the scar on my arm and my new tongue – a reminder that I did the right thing and didn’t hesitate to go and see my dentist.”
His experience inspired him, along with another patient, to set up a local branch of The Swallows Head & Neck cancer charity. The charity supports individuals and their loved ones, going through their own head and neck cancer journey.
Six years later, Chris is cancer-free! He said, “I’m so grateful that I didn’t ignore that mouth ulcer and got it checked out. My speech is good and my neck scars barely noticeable. I realise now just how important it is to know your own body and to seek help if you notice something that isn’t normal for you.
“That’s why the new messaging on these toothpaste and mouthwash packets are so important.”
Mahesh Kumar, president of the Mouth Cancer Foundation and oral maxillofacial surgeon, said, “Early detection is key in the fight against mouth cancers to save and improve lives. Any cancer caught early usually incurs a less invasive treatment plan. It is incredibly important to raise awareness of the signs and symptoms among the general public.
“The NHS advice on oral hygiene products will go a long way to highlighting the importance of looking after our oral health and acting sooner when something out of the ordinary is discovered.”