The survey at Swedental
In 2024, I took on my biggest challenge yet – to launch Tjikko, a toothpaste tablet with my own recipe and brand. The vision? To replace the unnecessary fillers in regular toothpaste with 100% dental and oral care ingredients, minimize environmental impact and, despite its shape, taste good and feel completely natural to use.
Test launch at O-Ringen – first meeting with the public
The work on Tjikko began several years ago, but it took until June 2024 before we had a finished recipe. The following month, Tjikko had its first meeting with the public during a test launch at the O-ringen in Oskarshamn. With banners, roll-ups and four happy Tjikko representatives on site in new embroidered shirts, we handed out 5,000 Tjikko samples to competitors, officials and visitors. A truly happy public celebration that gave us the strength to continue.
Two months later we made our next attack on the market. Nordic Organic Food Fair and Natural Health at Kistamässan in Stockholm. Just like at the O-ringen, we again received incredibly positive feedback on the product.
Swedental – dental experts review Tjikko
Then came the baptism of fire that really set us on fire. A definitive launch at Swedental/Odontological National Congress - the largest trade fair for education and product expo within dentistry in the Nordic region. Here it was important to have a ready-made concept to be able to challenge expertise and skepticism.
When the packaging was finally finished, we had an odd, but possibly brilliant idea. In keeping with our 3 commandments Chew, Brush, Spit, we chose to let visitors brush their teeth on site at our stand. During these 3 days, 235 people brushed their teeth and filled out an anonymous survey without a knife to the throat.
Survey questions
Question |
Answer options | Answer options | Answer options |
How easy was it to get the toothpaste to foam? |
Very easy | There you go. | Not at all |
How was the taste while brushing? |
Too strong | Strong Enough | Should have been stronger |
How was the aftertaste? |
Too strong | Just right and fresh | Far too weak |
How was the “clean feel”? |
Super | Like other toothpastes | Not clean at all |
They were also asked to give an overall rating on a scale of 1-6, with 6 being the best and 1 being the worst.
The result – what do the testers think?
The responses were overwhelmingly positive and are as follows:
- 87% thought Tjikko lathered very easily – despite brushing with a dry toothbrush, just as we recommend. No one answered “Not at all”.
- 88% thought the taste was just right during brushing.
- 92% thought the aftertaste was just right. No one answered “Too weak”.
- 60% thought the clean feeling was super and 37% thought it was as good as regular toothpaste. No one answered “Not clean at all”
- 85% gave Tjikko an overall rating of 5 or 6 out of a possible 6. No one answered 1-3.
With the fantastic reception, we are more motivated than ever to continue our journey. The next time we meet dentistry, we may have even more Tjikko varieties to offer. Are you ready to test the future of dentistry? See you!