The Birth of Tjikko
In 2024, Tjikko was born – not the old fir tree in Funäsfjället, but the toothpaste tablet of the future. I admit that the name is inspired by the old fir tree – but that is a story for another time. Now the focus is on my foster child, Tjikkos Toothpaste Tablet 1.0, based on empirical dental care.
My background as a dentist and environmentalist
I am a dentist myself, or rather, a retired dentist with over 40 years of experience in the industry. I have always thought that preventive (preventive) dental care is much better than drilling and repairing afterwards. No matter how good we dentists think we are, a repaired tooth will never be quite as good as a healthy tooth.
I am also a real health and environmental nerd and had a growing frustration with various so-called dental care products that do not measure up despite various certifications and glorifications. For many years, I therefore searched for a toothpaste tablet that was both effective and had as little environmental impact as possible – but could not find one that did.
The birth of Tjikko and the rocket journey that followed
At this point, I had given up on finding a tablet that met my requirements on the market, but I had also learned enough to dare to make the decision to do it myself. In just six months, we took a rocket journey from idea to reality – from finding a competent manufacturer at the end of 2023 to having a fully developed tablet with our own recipe in June 2024. At the same time, the pieces of the puzzle fell into place, and we chose the name that felt obvious: Tjikko 1.0. So simple and well thought out that the only thing we might adjust is the taste – because, as we all know, it is shared.
At the same rocket speed, we were at O-Ringen in Oskarshamn just a month after the recipe was ready and test-launched our first product, Tjikko Toothpaste Tablet with Mint Flavor and Fluoride. We handed out toothpaste tablets among 18,000 competitors, officials and visitors. The reception was incredibly positive and many nice contacts were made – even though we only had sample bags to hand out. The real packaging would take a little longer. After the success at O-Ringen, we knew that the need existed – and we were ready to take the next step!
Two months later we were at Nordic Organic Food and Natural Beauty at Kistamässan in Stockholm. In a small booth among other Start-Ups we presented our Tjikko, this time to buyers, distributors and other key people in the grocery trade - again we received incredibly positive feedback for the product. However, we quickly realized that the packaging was crucial - without the right packaging, buyers and distributors would never buy Tjikko.
Time for Tjikko to be judged by Sweden's dental experts
Then came the baptism of fire. In November 2024, we went – both expectant and a little nervous with our new, fancy packaging – to Swedental/National Dental Congress in Gothenburg to be “judged” by Sweden’s dental experts. We were armed to the teeth (pun intended) with tablets, disposable toothbrushes, flyers, toothbrushing booths and questionnaires. You might be wondering – why disposable toothbrushes and toothbrushing booths? Before Swedental, we had a slightly crazy idea: Why not let Sweden’s dental elite try Tjikko on site? Was it brilliant or crazy? You’ll read more about that in the next blog article!
We had three intense days with many nice teeth visiting – from old colleagues we could share a good laugh with, to curious dental students with lots of questions. The vast majority had never heard of toothpaste tablets and quite a few were very skeptical when they stepped into the stand. I have to admit that I feel incredibly satisfied when almost everyone was completely convinced when they left.
Where is Tjikko going now?
Now we are back in the office again with a great feeling in our stomachs and a positive outlook on the hard work that lies ahead. The warehouse is filled with products that are ready for both private and corporate customers in e-commerce, and the first distribution agreements are also under negotiation. Maybe you couldn't visit us at the fairs - but now you have the chance to test Tjikko yourself. I am convinced that you will like it!
Live well and take care of yourself,
Margareta and Tjikko Team