When companies want you to know they've improved a product, they shout it on the front of the pack. When they'd rather you didn't notice, they quietly adjust the ingredients list. Haleon chose the stealthy route with Aquafresh, reformulating it from October last year with no front-of-pack disclosure whatsoever. The result: a runnier, less frothy toothpaste that doesn't hold its shape on the brush. Titanium dioxide - which gives the paste its bright white density - has been replaced with alumina. When I pressed Haleon for the real reason, they never gave one. Loyal customers deserve better than that.