Health insurer Highmark has announced the availability of individual dental insurance at its two direct-to-consumer stores in Pittsburgh and Mechanicsburg, Pa.

The stores now offer iDental, a product of Highmark subsidiary United Concordia Dental, with five different plans to meet the needs of college students, young families, senior citizens or anyone interested in purchasing dental insurance on their own, according to the company.

Steve Nelson, senior vice president of corporate marketing and consumerism for Highmark, said in a statement that the new offering “serves a complementary role” to the health coverage that have sold in stores since they opened late last year.

“We know this product option will meet a real need for consumers,” Nelson said in a statement. “And a healthy mouth may help other areas of the body stay healthy. Research has shown that poor oral health, in particular the presence of gum disease, may be associated with a number of health problems, including heart disease, stroke, diabetes and some pregnancy-related conditions.”

Nelson added that “at least once a day,” consumers were seeking dental coverage at the two retail operations and the insurer has seen a growing number of consumers seeking individual plans.

Most of the iDental plans are designed to cover 100% of the cost of routine care, such as cleanings, exams and X-rays, according to Highmark. Some plans also provide benefits for other covered procedures, such as fillings, crowns, dentures and implants.

Highmark is an independent licensee of the Blue Cross and Blue Shield Association, writing health coverage in the western and central portions of the state.