Underdog Now Top Dog in Kid’s Oral Care Category

Who is Dr. Fresh?

BUENA PARK, Calif.--(BUSINESS WIRE)--A small, upstart company in business just over ten years has taken the oral care industry by surprise to become the fastest growing children’s toothbrush brand in the United States. With over 33% growth in the last year alone in a down economy, Buena Park, California-based Dr. Fresh^® Inc. (www.drfresh.com) is beating household names and giants like Colgate, Procter & Gamble and Butler Gum at their own game.

“I am committed to inventing, manufacturing and bringing to market high quality, innovative products, always at an affordable price.”

Under the leadership of India native, Puneet Nanda, who arrived in the U.S. in 1998 with more flash than cash, Dr. Fresh Inc. has become a lean, mean and successful company known for the best-selling children’s FireFly^® toothbrush brand that lights up and flashes to indicate the dentist recommended length of time needed to brush teeth thoroughly. It was a bright idea timed to respond to a growing health concern. According to the CDC, childhood cavities have become an epidemic, affecting children in the United States more than any other chronic disease. More than half of children aged 5-9 have had at least one cavity or filling.

FireFly’s success spawned scores of line extensions and won the company licenses including Spider-man, Barbie, Hot Wheels and Peanuts to further encourage children to brush their teeth and to have fun doing it. Dr. Fresh ranks #1 as the most productive selling children’s toothbrushes in unit sales – surpassing Crest, Colgate, and Arm & Hammer’s Spinbrush.

Dr. Fresh has also become the leader in travel kits, capturing 59% of the market. Dr. Fresh produces 69% of all unit sales in dental travel kits with only 33% distribution.

In addition, Dr. Fresh has built a state-of-the-art mouthwash production facility offering incredible economies of scale. The recent acquisition of the iconic Binaca^® brand has made Dr. Fresh a growing leader in the breath freshener category.

How did this upstart come from nowhere to dominate the oral care industry? Says Nanda, “I am committed to inventing, manufacturing and bringing to market high quality, innovative products, always at an affordable price.”

*All numerical information provided by April 2010 IRI Data.