Oral care disruptor Waken is poised to roll out its first product created especially for children.
Waken Kids Toothpaste (rsp: £3.50) will land in Tesco at the end of this month, ahead of a wider nationwide rollout from March. Developed for children aged three to 12, its goal was “to make twice-daily brushing easier, calmer and more consistent for families”, said Waken.
The new toothpaste was “built around how children actually experience brushing”, the brand added. “Research shows that children are far more sensitive to mint flavours, often perceiving them as ‘spicy’ or uncomfortable. Waken Kids replaces mint with a gentle watermelon flavour chosen to reduce sensory resistance and help form positive brushing habits.”
The toothpaste contained “clinically effective fluoride levels” of 1,450 parts per million – making it suitable for “children who can spit reliably”, Waken said. “In dentist-supervised user trials, children using Waken Kids showed a significant reduction in plaque after just three weeks, with the majority saying brushing felt more enjoyable and easier to stick to.”
The launch of Waken Kids Toothpaste is supported by Waken Smile Club, an online world of characters, stories and resources designed to turn brushing into a routine that children understand and enjoy. Parents will be able access simple tools and download activities.
“Brushing shouldn’t be a nightly battle,” said Simon Duffy, co-founder of Waken. Waken Kids Toothpaste had been developed “by listening to children and parents, then designing the product around behaviour, not just flavour. If brushing feels pleasant and achievable, kids are far more likely to stick with it, and that’s when you get better long-term oral health.”
Rylan Clark, creative director and head of teeth at Waken, added: “Let’s be honest, if brushing feels horrible, kids just won’t do it. Waken Kids is gentle, it tastes good, and it makes brushing far less of a drama. If we can get kids brushing happily now, their teeth will thank them later.”
Waken’s launch is the latest in a long line of activities by oral care brands over the past year, as they aim to improve children’s dental hygiene. Last March, Colgate teamed up with the government on the Supervised Toothbrushing Scheme for nurseries and primary schools, pledging to donate more than 23 million toothbrushes and toothpastes.
August saw Ordo call for an end to the 20% VAT on kids’ oral care products. The following month, it added its affordable Sonic Edge brush aimed at children and young adults. It later expanded its Squishmallows range for youngsters.
In September, Aquafresh partnered with Tesco to teach schoolchildren how to look after their teeth.
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