Getting a toothbrush anywhere near a cat's mouth is ambitious enough without also expecting them to tolerate the taste, which is presumably why toothpaste made for pets comes flavoured rather than minty.

This one is beef flavoured, built as a triple-action formula to clean teeth and gums while helping protect against plaque and tartar, and it contains parsley oil specifically to help freshen breath. It comes as a 50g tube, easy to use, for dogs and cats over 12 weeks of age.

• 50g tube
• Beef flavour
• Triple-action: cleans teeth and gums, protects against plaque and tartar
• Contains parsley oil to freshen breath
• For dogs and cats over 12 weeks of age

On actually brushing. A flavoured toothpaste only does its job with a brush or finger brush behind it — Johnson's don't suggest it works applied on its own, so this is for owners planning to brush rather than a passive alternative to it. Existing tartar or gum disease is a job for a vet dental check first.

Who it's for: owners who've struggled to get a plain, unflavoured toothpaste anywhere near their dog or cat's mouth and want something the animal is more likely to tolerate.