What is 7 Früchtli?
An interview with edelwhite's founder and inventor of this innovative kids' toothpaste
"7 Früchtli" is not only a toothpaste, but also a learning game for children. Can you explain the concept?
It is unnecessary for parents to be exposed to stress every day and to force children to brush their teeth. They can do it themselves. Why? Because they enjoy it. Our idea was to apply the scientifically founded learning techniques of toddlers and transfer them to brushing teeth. The result was a 7-day, 7-fruit, 7-colour concept, which makes infinite play variations possible and never gets boring. The child learns from early on how to brush their teeth as a positive part of their life. No compulsion, no fear, just fun.
They will keep this good feeling as they grow up. As an adult, brushing teeth may not be seen as a game, but as something fundamentally positive. For their health, and for their own beauty.
What inspired you to develop toothpaste?
I have been working in prophylaxis for a long time. I observed two basic types of children's toothpaste: sugary sweet "treats" on the one hand, medically frightening ones on the other. Some want to seduce, others want to force. Both neglect the most important point when it comes to the child: learning. That is why both are not able to internalise brushing teeth as a positive part of the day. We have deliberately avoided sweet tastes because we do not want to seduce the child with sweets. Equally, we do not use scare tactics.
You are a father yourself. How does the children's toothpaste "7 Früchtli" reach your own child?
Yes, luckily I had a critical private tester at home. My son has now reached the upper age limit for children's toothpaste, and I have to say that it worked perfectly: brushing his teeth became a natural part of his day.
We went through many learning phases. At first he didn't know the colours or the fruits, and sometimes he learned them from brushing his teeth. We had a lot of fun when he started, mixing flavours inspired by ice cream. Of course, we then reduced the amount per aroma. But he thought it was great. He doesn't do that anymore. But he's learning the days of the week at the moment. Monday is red.
At what age is toothpaste suitable?
We recommend it from the first tooth up to 6 years. However, the first two years with a very small amount – only a drop – on the toothbrush. From the second year, a pea-sized amount is sufficient.
Your children's toothpaste was recently awarded the "Zahnmännchen" logo by Aktion Zahnfreundlich Schweiz. How did this happen?
We think the internationally known Zahnmännchen is great because it tells parents and teachers which products are good for childrens’ teeth. You have to earn the award – the criteria were strict and we had to increase the bioavailability of fluoride, among other things.
What are the ingredients of toothpaste?
Toothpaste for children is formulated in a natural way. This means that we have avoided unnecessary ingredients. The essential thing is the active, bioavailable fluoride for protection against cavities. The toothpaste also contains vitamin E and green tea extract for the gums. It does not contain any aggressive surfactants, parabens, gluten or dyes. The pH value is neutral and gentle.
Your children's toothpaste looks very attractive. Can you tell us something about the packaging design?
Yes, we all enjoy it. The package is great as a gift, for example for the grandchild. But believe me, the packaging is our biggest challenge in production. Everything is individually packed by hand. We do this in a sheltered workshop and support disabled people at the same time.