Colgate's Max Fresh variety will set shoppers back £4.50 for the 125ml tube. Similar to Morrisons, the 75ml of its Max White Expert + Anti-Stain Toothpaste is available for £12.

Also in the supermarket's 'Great Offers' promotion is Colgate's Max Fresh Cooling Crystals Toothpaste. Customers can pick up a 75ml tube for currently £1 off - costing £2 instead.

Also in the supermarket's 'Great Offers' promotion is Colgate's Max Fresh Cooling Crystals Toothpaste. Customers can pick up a 75ml tube for currently £1 off - costing £2 instead. Moving onto ...