Aquafresh is combining its oral health expertise with the sharp rise in demand for sustainable products, to launch its new ‘Bamboo for Kids’ Toothbrush.

With almost six in 10 (57%) willing to change their purchasing habits to help reduce negative environmental impact1, this sustainable innovation will tap into the consumer shift towards more environmentally-friendly products. The Aquafresh ‘Bamboo for Kids’ Toothbrush, available in two different colours, is the perfect solution for retailers wanting to offer their customers sustainable and efficient ways to maintain their dental health.

Hannah Rogers, Aquafresh senior brand manager at GSK, comments: “From our survey looking into families’ oral care needs, we found over 90% of respondents are concerned about the amount of plastic used in their daily lives[1]. This insight led to the development of our new ‘Bamboo for Kids’ toothbrush. We wanted to embody the sustainable approach across every aspect possible, including the packaging and bristles, to help shoppers reduce their plastic use, whilst ensuring the product lives up to our standards as experts of kids oral health.”

The new launch features tailored design elements to benefit users. For example, the bristles are end-rounded, interdental and made from 100% renewable materials, making the toothbrush softer on the gums and more effective for cleaning children’s teeth – however big or small. In early testing, 75% of parents said they would buy the ‘Bamboo for Kids’ Toothbrush for their child[2], showcasing the opportunity for retailers.

The sustainably-sourced bamboo toothbrush, is perfectly suited for children aged 6+.  Packaged in 100% biodegradable and plastic free packaging, the Aquafresh ‘Bamboo for Kids’ Toothbrush will be available in Waitrose from the 20th April 2021*.

*Further retailer listings will follow from June/July

[1] https://chainstoreage.com/study-consumers-pay-more-brands-sync-their-beliefs last accessed April 2020?

[2] Google Survey, June 2020

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