Dive Brief:
- DTC oral healthcare brand Quip has launched Quip Mints, a vitamin-enhanced, sugar-free mint product.
- Marking a category expansion for Quip, the all-natural mints contain vitamin D, zinc and xylitol, according to a company press release. Quip said the mint contains 25% of the daily dose of one's vitamin D intake, per the FDA nutritional value recommendation of 20 micrograms per day.
- Quip Mints are available only through the brand’s website and priced at $10 for a starter kit that includes a reusable plastic dispenser.
Dive Insight:
The launch of mints marks the latest category expansion for Quip.
Quip co-founder and CEO Simon Enever said the company created the product with “oral health and overall wellbeing of the customer in mind.”
“We are excited to take a fresh approach to a stale category by providing modern customers with the strong fresh flavor and health-conscious ingredients they are looking for,” Enever said in a statement.
Customers can subscribe to a Quip Mint refill plan and get the plastic dispenser by receiving three, nine or 18 individually wrapped packs of mints, delivered automatically every three months. The interchangeable dispensers are also available in metal colorways of black, pink, rainbow, slate, silver, copper and gold.
The subscription plan and concept behind Quip Mints is similar to that of Quip Gum, a product the company launched in 2020 that comes with the same dispenser.
Quip was co-founded in 2015 by Enever and Bill May and has been growing ever since, offering a wide product range and multiple services all related to oral healthcare. The brand announced a wholesale partnership with Target in 2018 and shortly after raised $40 million through equity financing. The brand also acquired Afora, a dental care membership plan, that same year.
Quip continued to expand as a 360-degree oral health brand when it acquired teledentistry company Toothpic last year and began offering access to professional dental care through Walmart's Online Hub.
The company in 2021 raised $100 million in Series B funding from Cowen Sustainable Investments with plans to expand its consumer packaged goods business, develop new verticals, introduce new professional services and enter new markets internationally.
The company’s product range today includes toothpaste, mouthwash, a rechargeable cordless water flosser, rechargeable electric toothbrush and floss picks. In addition to selling on its website, Quip products are available at Target, Walmart, Amazon, CVS and Walgreens.
