IFCF Launches Nationwide Teeth‑Cleaning Kit Giveaway to Tackle Childhood Tooth Decay
The Iceland Foods Charitable Foundation (IFCF) has launched a major new initiative to help tackle one of the most pressing—and preventable—health issues facing children in the UK today: tooth decay.
In partnership with Colgate and Alder Hey Children’s Charity, IFCF is distributing free teeth‑cleaning kits to families across the country, supporting parents and carers in building strong oral‑health habits from an early age.
Supporting Families on National Tooth Fairy Day
Beginning on National Tooth Fairy Day, Saturday 28th February, every Iceland store in the UK will give away 100 free teeth‑cleaning kits. Each kit includes two toothbrushes and a mini toothpaste, donated by IFCF, offering families simple tools to help children maintain a healthy smile.
To make oral health fun and accessible, stores will also unveil a child‑friendly interactive poster on one freezer in every store. Featuring a QR code linking directly to Alder Hey’s expert advice for children, the posters are designed to spark curiosity and encourage positive daily routines.
A Response to a Growing Health Crisis
The campaign comes in response to alarming data from the Office for Health Improvement & Disparities, which shows that tooth decay is the leading cause of hospital admissions for children aged 5–9 in England. In 2025 alone, NHS hospitals recorded 56,143 tooth‑extraction episodes among children and young people aged 0–19—a 14% rise on the previous year. Nearly two‑thirds of these procedures were caused by decay.
Children living in England’s most deprived communities are disproportionately affected. They are more than twice as likely to experience tooth decay and more than three times as likely to require hospital extractions compared with their more affluent peers. This entirely preventable issue places significant strain on families, schools, and local services.
A United Effort to Create Lasting Change
Richard Walker, Executive Chairman of Iceland Foods and Chairman of IFCF, emphasised the importance of early intervention:
“As a family retailer, we see first‑hand how important early‑years health and wellbeing are. That’s why we’re committed to helping tackle this growing crisis. By providing free teeth‑cleaning kits in our stores and sharing accessible oral‑health guidance through child‑friendly materials, we hope to empower families and create positive habits that last.”
Fiona Ashcroft, Chief Executive of Alder Hey Children’s Charity, echoed this commitment:
“Tooth decay remains the leading cause of hospital admissions for children aged 5–9, and the majority of these cases are entirely preventable. Increasing awareness and improving access to oral‑health support is essential. This partnership enables us to support parents and carers, offering simple but powerful tools to protect children’s health and happiness.”
Alder Hey continues to champion children’s oral health through community outreach and hospital‑based programmes, including Mini Mouth Care Matters, which ensures that every child staying in hospital for more than 24 hours receives a free mouth‑care pack.
Encouraging Healthy Smiles Across the UK
To celebrate National Tooth Fairy Day, IFCF and Alder Hey Children’s Charity are inviting children nationwide to join in the fun by dressing up in fairy wings and sharing photos with their “toothbrush wands” using the hashtag #LetsGetBrushing.
This collaboration between Iceland, IFCF, Colgate, and Alder Hey represents a powerful commitment to improving children’s oral health. By combining accessible resources, trusted expertise, and community engagement, the partners aim to drive long‑term, meaningful change—one smile at a time.
For more information about the Let’s Get Brushing campaign, visit: https://www.alderheycharity.org/tooth-fairy/
