Following a £1million investment and two years of research and development, Prima Dental has launched a new digital dentistry division called Prima Digital.

Based at Waterwells Business Park in Quedgeley, Prima Dental is a world leader in the design and manufacture of dental burs.

Prima Dental has now applied its dentistry expertise to develop a new product range for the rapidly-growing digital dentistry segment.

Prima Digital will manufacture and supply global customers with new CAD/CAM milling tools used in dental labs around the world. Prima's Head of Research and Innovation Dr Marilyn Goh (pictured), one of Europe's leading carbide tooling experts, spearheaded the technology of the new product range.

She said: "We are very excited about the launch of Prima Digital. Digital dentistry is the world's fastest growing segment in dentistry and by applying our precision engineering expertise and knowledge of materials, we have designed the highest quality tool in the market.

"The reaction to the launch of our new digital division and product has been fantastic. Our customers have been really impressed with the excellent performance of the tool and high precision. We envisage that Prima's long term growth will be greatly shaped by our digital offering."

Prima Dental says Prima Digital's new tool is the highest quality product in the market, resulting in more accuracy, better performance and improved cost for dental procedures. In field testing the tool outperformed the market leaders by nearly thirty per cent in terms of tool performance.

Prima Digital also partnered with a leading UK university of medicine and dentistry to conduct a study into the precision and accuracy of its new tools cut; as predicted, the tool outperformed the current market leaders.

Prima Digital was officially launched at a leading dental lab show in Chicago, USA in February.

During the show, the Gloucester-based team held over 40 meetings with prospects which has led to a strong pipeline for the new product and other ranges currently in development.

As 2018 progresses, Prima Digital is looking to launch further ranges for the global digital dentistry market. With a fast-expanding team of 215, the company has invested £3m in a purpose built facility to complement its current operations in Waterwells Business Park, Gloucester.

This new facility has increased manufacturing capacity by 100 per cent and reinforces the expectation that the new Prima Digital division will be a huge part of Prima's future business.