The NHS and Asda are teaming up to provide vital advice on millions of toothpaste tubes and mouthwash bottles encouraging people to contact their GP or dentist if they notice any potential symptoms of mouth cancer.

From this month, Asda’s own brand of oral hygiene products will now feature NHS advice in over 500 Asda stores across the country and online. The guidance will be clearly displayed on the packaging, along with a link to more detailed information about mouth and throat cancer on the NHS website. The aim of the partnership is to raise awareness of symptoms that could indicate cancer and encourage people to contact their GP or dental practice and get checked as early as possible.

Figures from the Mouth Cancer Foundation show that mouth cancer is the eighth most common type of cancer in the UK, with over 11,700 new cases diagnosed annually in England. The disease is twice as common in men as in women, and nearly eight in ten cases (78%) occur in individuals over the age of 55.

In the East of England there are around 880 people diagnosed with mouth cancers each year. As with the national picture, two-thirds of mouth cancer cases diagnosed in the East of England are among men, with around 280 people a year dying from mouth cancers in the East of England.

Dr Pete Holloway, Cancer GP Lead for the East of England Cancer Alliance said: “This is a great opportunity for the NHS to work with a national supermarket brand to put health messaging on oral hygiene products, with the aim of encouraging thousands more people to be aware of the signs of mouth cancer. This will help them spot new or unexplained changes that might be cancer symptoms early, so they can contact their GP or dental practice for checks if concerned.

“I want to urge everyone to be aware of the signs and symptoms. We know that increasing public awareness about possible cancer symptoms is crucial to improving early cancer diagnosis. If you’re concerned about a symptom, get it checked out early, as it could save your life.”

Symptoms of mouth cancer can include an ulcer that lasts for three weeks or more, 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.

Karen Liesching-Schroder, from Rochford in Essex, was diagnosed with mouth cancer, after she noticed an unusual ulcer on her tongue. Karen said: “I went to my GP practice after finding an ulcer on my tongue that wouldn’t heal. It went from an ulcer to a hole in my tongue. There were delays with the referral going through and I was in a lot of pain. When I received my diagnosis, it came as a shock; you didn’t hear much about mouth cancer eight years ago and I thought of myself as ‘healthy’. I had never smoked and didn’t drink much alcohol – which are considered risk factors for mouth cancer. Within weeks of getting my diagnosis, I had a section of my tongue removed and had to have a neck dissection, followed by additional surgery and six weeks of radiotherapy.”

Karen’s experience has led her to become a Patient Ambassador for the Mouth Cancer Foundation, which supports patients and their families with mouth and neck cancer. Karen is also a member of Oracle Voices and works to raise the profile of head and neck cancer.

Eight years on, Karen is cancer free, but it has left her with noticeable scars on her neck and impacted her speech. She is also suffering from some of the late effects of mouth cancer, which can range from pain and sensitivity to loss of hearing, depression and fatigue.

Karen said: “It’s so important to be aware of signs and symptoms. Completing a self-check in your mouth, head and neck area once a month will make you familiar with what looks right and feels right. That’s why the new messaging on these toothpaste and mouthwash packets is so important.

“If you have an ulcer, lumps or bumps, red or white patches, a persistent sore throat or changes in your voice or speech that last longer than three weeks, it’s essential to get checked out by a GP or dentist and mention your concerns about cancer so they can refer you onto the urgent two-week referral pathway.

“Early detection of mouth cancer saves lives. I’m so glad I persisted in getting my symptoms checked out. It’s really important to get help if you notice something that isn’t right for you and to understand you don’t have to be a smoker or drinker to be diagnosed with this cancer.”

President of the Mouth Cancer Foundation and Oral Maxillofacial Surgeon, Mahesh Kumar 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.”

Sam Dickson, Asda Vice President for Commercial Strategy, Operations & Own Brand, 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 2 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.”