Oral care challenger Ordo has launched two electric toothbrush ranges – as part of an abundance of NPD set for this month.
The first lineup is Sonic Edge, Ordo’s most affordable toothbrush to date, with an rsp of £14.99. It was “small but powerful” and “built to outperform all other products in its price range”, said the brand. It is 75% cheaper than Ordo’s core brushes, priced at £59.99.
Available in seven colourways, Sonic Edge uses sonic pulse technology and boasts a battery life of six-plus weeks. It is available now from Ordo’s website, Superdrug and Morrisons.
Ordo has also added Wicked x Ordo toothbrushes in partnership with NBC Universal. Inspired by the hit musical, the four-strong range was “designed to bring some magic to the bathroom basin for teens, adults and kids aged eight and up”.
It comprises Ordo’s established Sonic Lite model (rsp: £44.99) and new Sonic Edge (rsp: £24.99), each in Glinda and Elphaba designs. The quartet will be available via Ordo from 17 September, then will be exclusively in Tesco from 30 September ahead of a phased rollout to Sainsbury’s, Argos, Morrisons, Boots and Superdrug.
The Wicked x Ordo electric brushes are complemented by toothbrush toppers modelled on Glinda’s tiara and Elphaba’s hat (rsp: £7.99) – both with built-in antimicrobial protection.
“We’re thrilled to introduce two new ranges that represent a significant stride in our mission to disrupt the oral care category,” said Ordo founder Barty Walsh. “Both the Sonic Edge and Wicked x Ordo collections are a direct response to a clear market need we identified: consumers are looking for innovative, affordable oral care products that are exciting and joyful to use.”
Sonic Edge has been “designed to appeal to students, teens and young adults buying their first electric toothbrush”, he added. “Through extensive value engineering, this product offers incredible performance and quality at a price that disrupts the current category offering.”
The Wicked-themed lineup wasn’t “just a collaboration; it’s a first-of-its-kind move in the oral care space”, said Walsh. “It’s about transforming an everyday routine into something genuinely joyful and enchanting for kids and adults alike, which we believe is vital to forming healthy oral hygiene habits.”
Last month, Ordo called on the government to abolish the 20% VAT on children’s dental hygiene products. The fast-growing brand issued an open letter to health secretary Wes Streeting and Chancellor Rachel Reeves, in which it demanded that essential oral care products for kids be made more affordable by being zero-rated for VAT.
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