Buddies Toothbrush

A former dentistry student and mum of two has created a new tooth-brushing system designed to overcome kids’ aversion to cleaning their teeth.

Buddies was created by Sian Ellingworth after she struggled twice a day to get her sons to brush their teeth, and found there was a lack of pastes for children that both contained fluoride and had a flavour that was neither too sweet nor intensely minty.

The range includes two flavours, Apple Fresh and Hint of Mint, that are available in a 100ml pump dispenser featuring cartoon style characters, or as cartridges that can be used in Buddies electric toothbrushes (rsp: £34.99). A pack of three 15ml cartridges (rsp: £4.99) lasts approximately six weeks, claimed the business.

“Teeth-cleaning was such a challenge for my two children,” said Ellingworth. “They found most mint toothpastes too strong in flavour and I was reluctant to give them the overly sweet children’s toothpaste currently on the market.

“Crucially, brushing wasn’t fun, therefore they didn’t want to do it. Many parents will face the same battle so I hope that with our enjoyable toothpaste flavours and entertaining characters, Buddies can help their little ones find the fun in brushing again.”

While toothpaste sales are flat at £419.5m, toothbrushes are up 6.2% to £302.9m [Nielsen 52 w/e 26 September 2015].