Mama's Choice expands its baby oral care range with two new toothpaste flavours

JAKARTA, 12 Feb 2025: Mama's Choice is making brushing more fun with two new flavours of its baby toothpaste, Mandarin Orange and Mixed Berries Bubblegum, designed for babies aged 6 months to 3 years. They complement the Mama's Choice My First Oral Care line-up.

"We want to make brushing an enjoyable experience for kids, allowing them to explore different flavours while ensuring their oral health," said Dinda Ayuvalira, Head of Product Development at Mama's Choice.

Both variants feature hydroxyapatite, a natural mineral that is safe to swallow, restores microscopic holes and strengthens teeth, along with xylitol, a natural antibacterial agent. They were tested with the Mama's Choice community before launch, with 9 out of 10 mamas agreeing that the toothpaste cleans teeth and the mouth better, reduces bad breath, and has an aroma, flavour and texture children like.

"These flavours complete our product range, allowing us to cater to a wider variety of kids' preferences while maintaining our commitment to safety and efficacy," said Immanuel Manurung, Regional Head of Operations at Mama's Choice.

The launch continues the brand's #SenyumSehatBayi campaign, with TikTok and Instagram "Fun Brushing Challenges", collaborations with mom influencers and health-focused KOLs, community events, in-store displays with Kanmo Group, contests with Sociolla, and dental care package giveaways with dental clinics. The new flavours are available in online and offline stores.

About The Parent Inc

The Parent Inc is Southeast Asia's largest parenting platform, headquartered in Singapore. Its businesses include theAsianparent (Webtretho in Vietnam), the theAsianparent Awards, the brands Mama's Choice and Little Rei, the distribution of global mum and baby brands across the region, and Motherswork retail.

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First published on theparentinc.com on 12 Feb 2025. Details are as at that date.